Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity

Recent studies have demonstrated the potential of generative artificial intelligence (GenAI) in enhancing marketing content. However, its impact on consumer behavior has remained empirically untested. In response to social media platforms mandating the disclosure of GenAI content, we investigate how followers perceive brands that use GenAI for content creation. Drawing from literature on algorithm aversion and brand authenticity, the results of three experimental studies indicate that brands' GenAI adoption induces negative attitudinal and behavioral follower reactions. These effects are mediated by followers' perceptions of brand authenticity and can be triggered by GenAI disclosure. Negative reactions are attenuated if GenAI is used to assist humans in content creation rather than to replace them through automation. Our findings underscore the need for nuance in brands’ GenAI adoption to unlock economic benefits without compromising on relationships with consumers.