Building Consumer Trust in the Era of Generative Artificial Intelligence: Examining the Impact of AI-Generated Marketing Content on Purchase Intentions

Generative Artificial Intelligence, Consumer Trust, Marketing Content, Purchase Intention, Digital Marketing, AI Transparency and Consumer Behavior.

The rapid advancement of Generative Artificial Intelligence (GenAI) has transformed the marketing landscape by enabling organizations to create personalized, scalable, and cost-effective content. Businesses increasingly employ AI-generated advertisements, product descriptions, social media posts, and customer interactions to engage consumers. Despite its advantages, concerns regarding authenticity, transparency, credibility, and ethical implications have raised questions about consumer trust in AI-generated marketing content. The article examines the relationship between AI-generated marketing content and consumer purchase intentions, emphasizing the critical role of consumer trust. Drawing upon theories of technology acceptance, trust formation, and consumer behavior, the study explores how perceived quality, transparency, personalization, and ethical considerations influence consumer responses to AI-generated content. The adoption of AI-generated marketing content has significantly increased across industries. Companies utilize generative AI to develop personalized advertisements, automate customer service interactions, create social media campaigns, and produce product recommendations tailored to individual consumer preferences. Such applications offer businesses opportunities to deliver relevant and timely content at unprecedented scales. The article concludes that while AI-generated marketing content can positively affect purchase intentions, its effectiveness largely depends on establishing and maintaining consumer trust.