Overcoming the Uncanny Valley Effect in AI-Generated Emotional Ads: Matching AI to Ad Themes

Whereas perceived eeriness in an artificial intelligence (AI)-generated emotional video ad can negatively influence consumer attitudes, thematic alignment between the ad content and the use of AI can help mitigate these negative reactions. Across two experiments, we proposed and tested the AI fit attribution model in the context of AI-generated emotional advertising. Study 1 demonstrated that disclosing AI use increases perceived eeriness, which reduces emotional intensity and weakens viewers’ attitudes toward the ad. Study 2 showed that when AI use aligns with the ad’s theme, consumers are more likely to attribute the eeriness to creative intent rather than cost-cutting motives, thereby reducing its negative impact. These findings extend attribution theory and the match-up hypothesis to the context of AI-generated emotional advertising and offer guidance on how to deploy AI-generated emotional ads ethically and effectively. Framing AI use as a creative tool, particularly when it aligns with the ad’s theme, can significantly enhance consumer acceptance of AI-generated emotional advertising.