The influence of AI-Generared Content in social media ads on consumer behavior on Facebook

Abstract: The increasing integration of artificial intelligence (AI) in digital marketing has led to the widespread adoption of AI-generated content (AIGC) in social media advertising. This study investigates the influence of AIGC in Facebook ads on consumer behavior, specifically examining how perceived usefulness mediates the relationship between AIGC advertising and consumer purchase intention. Additionally, the study explores the moderating role of perceived privacy risk in weakening this relationship. Unlike traditional advertising, AIGC enables the automated creation of personalized, contextually relevant ad content at scale, potentially enhancing consumer engagement and decision-making. Adopting a quantitative research design, this study collected data from 380 active Facebook users through a structured online questionnaire. Participants were exposed to both AIGC-generated and traditional Facebook ads, and responses were measured across key variables including perceived usefulness, purchase intention, and perceived privacy risk. The findings indicate that AIGC advertising positively influences perceived usefulness, which in turn significantly enhances consumer purchase intention. Perceived usefulness was found to partially mediate the relationship between AIGC advertising and purchase intention. Furthermore, perceived privacy risk negatively moderates the AIGC–usefulness relationship, such that higher privacy concerns reduce the positive effect of AIGC advertising. This research contributes to the growing literature on AI in marketing by providing empirical evidence on the mediating and moderating mechanisms through which AIGC influences consumer behavior on Facebook. Practical implications for marketers include the need to balance content personalization with transparent data privacy practices. Keywords: AI-Generated Content (AIGC); Social Media Advertising; Facebook; Perceived Usefulness; Purchase Intention; Perceived Privacy Risk; Consumer Behavior. Title: The influence of AI-Generared Content in social media ads on consumer behavior on Facebook Author: Hiba Asserrhine, Zhu Pingli International Journal of Novel Research in Marketing Management and Economics ISSN 2394-7322 Vol. 13, Issue 2, May 2026 - August 2026 Page No: 18-34 Novelty Journals Website: www.noveltyjournals.com Published Date: 28-May-2026 DOI: https://doi.org/10.5281/zenodo.20429048 Paper Download Link (Source) https://www.noveltyjournals.com/upload/paper/The%20influence%20of%20AI-Generared-28052026-3.pdf