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Artificial Intelligence (AI) is increasingly helping brands create content for brand activism. However, the impact of disclosing AI’s involvement remains unclear. Will brand activism be more effective if brands are transparent about AI-generated ads? How will consumers perceive the brand effort devoted to the claimed issue? This study examines these questions through a 2 (AI disclosure: Presence vs. Absence) x 2 (Activism purpose disclosure: Presence vs. Absence) between-subjects online experiment for brand activism advertising. Results revealed that while disclosing activism purpose significantly enhanced perceived brand effort, AI disclosure moderated the effects, such that the positive impact of brand activism disclosure on brand effort decreased when AI generation was disclosed. These findings deepen our understanding of how AI disclosure influences consumer perceptions of brand activism and introduce perceived brand effort as a new mediator. Practically, they caution brands to consider the trade-offs between leveraging AI for content creation and maintaining the perceived commitment to social causes.
Please note: Speakers are automatically alphabetized by last name in SCHED. The speaker order here does not necessarily reflect the true authorship order of the presentation.
