Photographed or AI-generated? How image type and message framing influence responses to corporate social responsibility on social media

Purpose As AI-generated images proliferate on social media, brands face trade-offs in using them for corporate social responsibility (CSR) communication. This study examines when and how AI-generated images versus real human photos differentially influence consumer responses to CSR posts, depending on message framing. Design/methodology/approach Two experimental studies were conducted. Study 1 tested the effect of image type (real human vs. AI-generated) on human likeness, empathy, CSR authenticity, purchase intentions, and social media engagement. Study 2 adopted a 2 (image type: real human vs. AI-generated) × 2 (message framing: action-oriented vs. informational) between-subjects design, measuring CSR authenticity, perceived information quality, purchase intentions, and social media engagement. Findings AI-generated images yielded lower perceptions of human likeness, empathy, CSR authenticity, and purchase intentions than real human photos, with no difference in social media engagement. Study 2 revealed a significant interaction between image type and message framing on CSR authenticity: real human photos were more effective under action-oriented framing, whereas under informational framing the gap narrowed and favored AI-generated images. CSR authenticity mediated these effects on purchase intentions and engagement, and in the informational condition, perceived information quality further enhanced these outcomes. Research limitations/implications This research advances understanding of consumer reactions to AI-generated content in CSR communication. By integrating visual and verbal components, it clarifies how and when AI-generated visuals can enhance or hinder engagement with socially responsible brands. Originality/value This study extends research on AI-generated advertising by showing that visual and verbal message elements interact to influence perceived authenticity and consumer responses.