What does this research mean for the field?

Voluntarily disclosing the use of AI as a creative partner in social media content enhances perceived brand transparency and trust, and reduces consumer skepticism, without negatively impacting consumer attitudes or engagement behaviors. Novelty: ClaimNovelty.NOVEL_FINDING. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To examine how voluntarily disclosing generative artificial intelligence as a creative partner in social media content influences consumer perceptions of transparency, trust, scepticism, and brand engagement.

August 27, 2026Journal of digital & social media marketing.

Exploring transparency, trust and scepticism among college students when disclosing artificial intelligence as a creative partner in social media content

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Authors

JDJennifer L. DapkoFlorida Southern College EKE. KrauseBentley University

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Implication

Experimental study reveals enhanced brand trust and reduced scepticism in college consumers following AI disclosure, indicating that creative transparency does not harm engagement.

Key Points

To examine how voluntarily disclosing generative artificial intelligence as a creative partner in social media content influences consumer perceptions of transparency, trust, scepticism, and brand engagement.
Conducted an experimental between-subjects study with college-age consumers (n = 133).
Assigned participants to view one of two simulated Instagram posts from a fictional brand, comparing a condition with voluntary AI disclosure against a non-disclosure control.
Voluntary disclosure of AI as a creative partner significantly increased perceived firm transparency, heightened brand trust, and reduced consumer scepticism.
AI disclosure caused no significant adverse effects on consumer attitudes toward the post or brand, nor on purchase intentions or social media engagement behaviours.

Cite This Study

Dapko et al. (2026) studied this question.

synapsesocial.com/papers/6a8fe9c910c91c1e92621b4f https://doi.org/10.69554/glzx4541

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Implication

Experimental study reveals enhanced brand trust and reduced scepticism in college consumers following AI disclosure, indicating that creative transparency does not harm engagement.

Exploring transparency, trust and scepticism among college students when disclosing artificial intelligence as a creative partner in social media content

Discussion

Member takes

Implication

Key Points

Cite This Study

Exploring transparency, trust and scepticism among college students when disclosing artificial intelligence as a creative partner in social media content

Discussion

Member takes

Implication

Key Points

Cite This Study

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