Reference Systematic Literature Review

The advancement of Generative AI (GenAI) technology has revolutionized the digital marketing sector, yet its impact on consumer psychology requires deeper understanding. Employing a Systematic Literature Review (SLR) approach based on the Scopus database, this study analyzes the relationships among GenAI usage, customer engagement, and customer trust. Literature mapping reveals that current research focuses on four primary clusters: consumer behavioral dynamics and purchase intentions, visual quality (hyperrealism), transparency and ethical issues, and collaborative creativity efficiency. Based on an analysis of these findings, the study identifies an "Authenticity Paradox," wherein AI-generated hyperrealistic visuals effectively boost purchase intentions but risk triggering the "uncanny valley" effect thereby undermining consumer trust if transparency is lacking. Trust is significantly shaped by the interplay between drivers, such as transparent labeling (watermarking), and inhibitors, such as visual artifacts and privacy concerns. Regarding engagement effectiveness, AI proves superior in stimulating interaction among existing followers, whereas human-generated content remains essential for reaching new audiences due to its empathy and emotional resonance. The study concludes that adopting a hybrid marketing strategy specifically Human-AI Co-Creation represents the optimal approach for synergizing GenAI's technological efficiency with the authenticity of the human touch in the long term.