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This paper investigates consumer perceptions of brand voice authenticity and brand attitude when the source of marketing texts is disclosed as AI-generated or human-written. The study finds that AI-disclosed texts are not perceived as less authentic, and there is no negative impact on brand attitude, suggesting brands can transparently use AI without harming their image. The research highlights the potential for cost savings in brand management while maintaining consumer trust in brand authenticity.

Author

greta.tarsoly

Language

EN