The influence of generative ai in marketing communication on consumer brand engagement: the role of perceived risk, brand credibility, trust, and AI literacy

Kethuda, Onder and Almoraish, Ahmed ORCID: https://orcid.org/0000-0002-4724-9204 2025. The influence of generative ai in marketing communication on consumer brand engagement: the role of perceived risk, brand credibility, trust, and AI literacy. Presented at: Academy of Marketing Conference AM2025, Cork, Ireland, 07-10 July 2025.

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Abstract

Generative artificial intelligence (Gen-AI) has garnered increasing attention in marketing communication because it advances personalisation, minimises costs, and streamlines content creation (Crawford et al., 2023; Kshetri, 2024). Through enabling automated decisions and recommendations, Gen-AI can support content creation, consumer segmentation, and data analysis (DMI, 2024). Yet concerns arise regarding authenticity, reliability, and regulatory compliance, particularly in light of the EU AI Act, which requires explicit labelling of AI-generated content (European Commission, 2024). Studies indicate that mistrust of AI persists among consumers, partly because they perceive AI-generated content as less credible than human-generated output (Hancock et al., 2020; Novozhilova et al., 2024). This inquiry examines how these perceptions shape consumer willingness to engage with brands.

Item Type:	Conference or Workshop Item (Paper)
Status:	In Press
Schools:	Schools > Business (Including Economics)
Date of Acceptance:	20 March 2025
Last Modified:	23 May 2025 13:15
URI:	https://orca.cardiff.ac.uk/id/eprint/177434

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