The AI Disclosure Paradox: How Disclosing AI-Generated Marketing Content Shapes Consumer Trust and Decision-Making—An Integrative Review with a Focus on Chinese Consumers

Abstract

The use of artificial intelligence (AI) in the creation of social media posts, product descriptions, brand copy, and advertising images is growing. Businesses and regulators must determine how AI-generated marketing should be acknowledged as it becomes more commonplace. Existing evidence does not support a simple conclusion. Although an AI label can indicate transparency, innovation, and technological proficiency, it can also diminish the authenticity, credibility, and emotional sincerity of the content. The review results indicate that the effectiveness of disclosure depends on the meaning consumers assign to the label and whether the task is suitable for AI. Functional and utilitarian contexts tend to be more readily accepted, while emotional and highly personalized contexts are more likely to provoke consumer aversion to AI. Evidence from Chinese consumers supports both the benefits of novelty and the loss of authenticity. Therefore, China's mandatory labeling environment provides an important context for future field and cross-cultural studies.