Location
Hilton Waikoloa Village, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
7-1-2025 12:00 AM
End Date
10-1-2025 12:00 AM
Description
The deployment of generative artificial intelligence (GAI) in advertising industry has witnessed a significant increase during recent years. However, consensus on whether consumers should be informed of generative AI’s involvement in video advertisement creation and how to mitigate the potential negative effects caused by such disclosure has not been well investigated. Drawing upon signaling theory, this research aims to investigate the effect caused by generative AI involvement disclosure in video advertisement. Besides, we provide possible explanation by examining the mediating role of authenticity perception. In addition, we suggest that the potential negative effects caused by AI involvement disclosure could be alleviated by adjusting the timing of disclosure. In this paper, we will discuss three experimental studies with the aim of testing the direct effects, the possible explanation, and the effects of timing strategy. This research will contribute to both theory development and the practice of AI deployment and human-AI collaboration within advertising field.
Recommended Citation
Wang, Tianzi; Cheng, Xusen; Lei, Siyu; Li, Yixuan; Zhang, Xiaoling; and Wang, Pinshu, "Investigating the Impact of Disclosing Generative AI’s Involvement in Video Advertising" (2025). Hawaii International Conference on System Sciences 2025 (HICSS-58). 5.
https://aisel.aisnet.org/hicss-58/cl/it_enabled_collaboration/5
Investigating the Impact of Disclosing Generative AI’s Involvement in Video Advertising
Hilton Waikoloa Village, Hawaii
The deployment of generative artificial intelligence (GAI) in advertising industry has witnessed a significant increase during recent years. However, consensus on whether consumers should be informed of generative AI’s involvement in video advertisement creation and how to mitigate the potential negative effects caused by such disclosure has not been well investigated. Drawing upon signaling theory, this research aims to investigate the effect caused by generative AI involvement disclosure in video advertisement. Besides, we provide possible explanation by examining the mediating role of authenticity perception. In addition, we suggest that the potential negative effects caused by AI involvement disclosure could be alleviated by adjusting the timing of disclosure. In this paper, we will discuss three experimental studies with the aim of testing the direct effects, the possible explanation, and the effects of timing strategy. This research will contribute to both theory development and the practice of AI deployment and human-AI collaboration within advertising field.
https://aisel.aisnet.org/hicss-58/cl/it_enabled_collaboration/5