Effect of disclosing AI-generated content on prosocial advertising evaluation

With advancements in generative artificial intelligence (AI) technology, there is a growing concern about its ethical implications, transparency, and consumer reactions to AI-generated content. Building on the persuasion knowledge model and algorithm aversion literature, this study explores the effects of AI disclosure in prosocial advertising on consumer attitudes and donation intentions. The findings of Study 1 indicate that the initial disclosure of AI-generated content leads to unfavourable attitudes towards ads, with perceived ad credibility serving as a mediating factor. In Study 2, participants who perceived AI as more human-like rather than machine-like tended to experience a diminished negative impact of AI disclosure. Study 3 also highlights the crucial role of perceived ad credibility in influencing donation intentions following the disclosure of AI-generated content. The theoretical and practical implications of our findings for social marketers and nonprofit organizations are discussed further.