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Generative artificial intelligence (AI) has powerful content generation capabilities and has disrupted the advertising content production industry. The effects of incorporating AI into consumer-generated advertising (CGA) have not been investigated. Accordingly, we conducted three experiments to explore how incorporating AI into CGA campaigns affects consumer–brand relationship quality (BRQ) and investigated the influence of brand feedback. We observed that when brand feedback is negative, the use of AI in CGA weakens the negative effects on BRQ. When brand feedback is positive, the use of AI in CGA weakens the positive effects on BRQ. Moreover, pride and frustration mediate these effects. Providing disclaimers about AI limitations enhances the effects of positive brand feedback and reduces the effects of negative brand feedback. This research provides valuable insights into the use of AI to empower brands conducting CGA activities. The findings can be extended to brand value co-creation and crowdsourcing strategies.
Jian et al. (Sat,) studied this question.