| dc.description.abstract | AI technology's rapid growth and integration across various sectors signal a
transformative era in technological adoption, with AI proving increasingly
valuable. This study aims to investigate the impact of disclosing and being
transparent about the use of artificial intelligence in visual advertisements, and
how this affects brand authenticity as a mediating factor to brand trust. As AI
becomes increasingly integrated into marketing strategies, this study assesses
whether transparent disclosure of AI use affects consumer perception and trust
toward brands.
Employing a quantitative research approach, the study utilizes an experimental
questionnaire to gather responses from a sample of Norwegian consumers. The
findings reveal that failing to disclose AI usage in advertisements significantly
reduces perceived brand authenticity as a mediating factor to brand trust. On the
other hand, while transparent disclosure of AI does not increase brand trust, it
mitigates the negative impacts of non-disclosure. These results underscore that
while transparency may not directly enhance trust, it is essential for preventing the
possible decay of brand authenticity and trust. This research gives input for
marketing strategies by highlighting the need for ethical practices and
transparency in AI applications in advertising, meeting consumer expectations for
honesty. Additionally, this study provides insights for future research in the field
of AI and marketing. | en_US |
