To disclose or not disclose, is no longer the question - effect of AI-disclosed brand voice on brand authenticity and attitude

PurposeThis paper aims to explore consumer perception of brand voice authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written. Design/methodology/approachA 3 x 3 experimental design using Adidas marketing texts disclosed as either AI or human, or not disclosed was applied to data gathered online from 624 English-speaking students. FindingsText disclosed as AI-generated is not perceived as less authentic than that disclosed as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed. Practical implicationsFindings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity and brand attitude. Originality/valueResults show that brands can afford to be transparent in disclosing the use of AI to support brand voice as communicated in product description or specification or in chatbot text.

Automated summary

This study explores consumer perception of brand voice authenticity, brand authenticity, and brand attitude when the text source is disclosed as either AI-generated or human-written. Using a 3 x 3 experimental design, Adidas marketing texts were presented as AI, human, or undisclosed to 624 English-speaking students. The findings suggest that AI-generated text is not perceived as less authentic than human-written text, and there is no negative effect on brand voice authenticity and brand attitude if the AI-source is disclosed.