Experiments examine consumer responses to AI brand disclosures, highlighting effective communication strategies.
Key Points
This research investigates how consumers react to brands that disclose using AI in social media marketing and explores communication strategies to address negative impacts.
Conducted three online experiments with 576 participants to assess consumer responses to AI disclosures.
Measured effects on behavioral intentions and the roles of perceived brand authenticity and humanness.
Analyzed various communication strategies, including proactive CSR and socioemotional messages.
AI disclosures led to a significant decline in behavioral intentions toward personified brands.
Decreased perceived brand authenticity and humanness were key drivers of the negative effect.
Proactive CSR messaging improved outcomes for brands under AI disclosures but did not restore perceived authenticity.