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
Artificial Intelligence (AI) is increasingly used in creating online advertisements and posts. Yet, its prominent role in content creation remains often undisclosed due to potential aversive consumer reactions. In three studies, we examined how advertisers can transparently disclose AI authorship in ads without compromising marketing effectiveness. Study 1 was a proof-of-concept study, revealing that humor could alleviate negative evaluations (when the joke was less funny, AI received more negative ratings than a human author; however, when the joke was funnier, AI received similar ratings to a human author). Study 2 incorporated jokes into disclosures about AI authorship in advertising and found that humor reduced the negative effect of AI authorship because it shortened the psychological distance toward AI, positively impacting purchase intentions. Study 3 replicated these effects and tested a boundary condition, showing that humor mitigated algorithm aversion only when it was sufficiently funny.
Recommended Citation
Karpinska-Krakowiak, Mags; Hajduk, Grzegorz; Mroz-Gorgon, Barbara; and Skowron, Lukasz, "Alleviating Aversion to Artificial Intelligence in Digital Advertising with Humorous Disclosures" (2025). Hawaii International Conference on System Sciences 2025 (HICSS-58). 5.
https://aisel.aisnet.org/hicss-58/dsm/ai_generated_content/5
Alleviating Aversion to Artificial Intelligence in Digital Advertising with Humorous Disclosures
Hilton Waikoloa Village, Hawaii
Artificial Intelligence (AI) is increasingly used in creating online advertisements and posts. Yet, its prominent role in content creation remains often undisclosed due to potential aversive consumer reactions. In three studies, we examined how advertisers can transparently disclose AI authorship in ads without compromising marketing effectiveness. Study 1 was a proof-of-concept study, revealing that humor could alleviate negative evaluations (when the joke was less funny, AI received more negative ratings than a human author; however, when the joke was funnier, AI received similar ratings to a human author). Study 2 incorporated jokes into disclosures about AI authorship in advertising and found that humor reduced the negative effect of AI authorship because it shortened the psychological distance toward AI, positively impacting purchase intentions. Study 3 replicated these effects and tested a boundary condition, showing that humor mitigated algorithm aversion only when it was sufficiently funny.
https://aisel.aisnet.org/hicss-58/dsm/ai_generated_content/5