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This study examines the impact of generative AI on brand content creation and consumer perceptions, revealing an ambivalent view among young consumers. While AI-generated content is appreciated for its innovation and visual appeal, it is often seen as emotionally shallow, leading to decreased trust in brand messaging when AI involvement is disclosed. The findings suggest that brands should adopt a hybrid model that combines AI efficiency with human emotional intelligence to maintain authenticity and consume

Author

cybellee

Language

EN