What question did this study set out to answer?

To explore how consumer trust is influenced by AI-generated marketing content and identify research gaps in the existing literature.

March 19, 2026

Consumer Trust in AI-Generated Marketing Content: A Systematic Literature Review and Research Agenda

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This systematic review investigates consumer trust in AI-generated marketing content, suggesting key influences and mechanisms.

To explore how consumer trust is influenced by AI-generated marketing content and identify research gaps in the existing literature.
Conducted a systematic review following PRISMA 2020 principles.
Identified 59 records through Scopus and Google Scholar, retaining 35 relevant studies after assessment.
Categorized findings along eleven dimensions including independent and dependent variables and mediators.
AI disclosure can diminish consumer trust in marketing contexts, but effects differ based on conditions.
Perceived authenticity is the key mediator affecting trust.
Factors like content type, consumer AI literacy, and cultural context moderate trust outcomes.

Baryshkov et al. (2026) studied this question.

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