Do Consumers Like AI-Generated Marketing Content?

Do Consumers Like AI-Generated Marketing Content?

The increasing use of artificial intelligence (AI)in marketing raises a crucial question: Do consumers find AI-generated content appealing? A recent study in the Journal of Business Research by Colleen P. Kirk et al. explores this question, focusing on the impact of AI-generated content's emotional vs. factual nature on consumer perception.

The study examined consumer responses to both factual and emotionally charged marketing messages generated by AI. The results revealed a significant difference in consumer preference. Consumers reacted far more negatively to emotionally charged AI-generated content. This negative response manifested as "moral disgust," resulting in decreased brand loyalty and less positive word-of-mouth recommendations. In contrast, factual AI-generated communications elicited a considerably more favorable response, causing far less negative reaction.

This suggests that while AI offers powerful tools for marketers, the nature of the content plays a crucial role in consumer acceptance. Marketers should carefully consider the type of message being conveyed before deploying AI-generated content. A focus on factual information, rather than emotionally charged appeals, appears to be a more effective strategy when utilizing AI-generated marketing materials.