Consumer Interpretation of Brand Authenticity in Artificial Intelligence–Generated Marketing Content

Yeni Yeni

doi:10.55927/fjst.v5i1.391

Authors

Yeni Yeni Universitas Muhammadiyah Pontianak

DOI:

https://doi.org/10.55927/fjst.v5i1.391

Keywords:

Artificial Intelligence, Brand Authenticity, Digital Marketing, Consumer Trust, Consumer Attitude

Abstract

This study examines consumer perceptions of brand authenticity in AI-generated marketing content and its impact on attitudes and behavioral intentions. Using a quantitative survey and multivariate analysis, the research analyzes the relationships between perceived authenticity, AI transparency, and consumer trust. The findings show that brand authenticity remains a key driver of trust and positive consumer attitudes, even when content is produced by AI. Transparency in AI use and consistency of brand values strengthen authenticity perceptions, while perceived manipulation undermines trust. The study contributes to digital marketing theory and offers practical guidance for designing AI-based content strategies that preserve brand credibility.

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