Abstract

With the rapid advancement of generative artificial intelligence technologies such as ChatGPT, Midjourney, and DALL-E, brands are increasingly leveraging AI to create marketing content. However, systematic research on how AI-generated content affects brand image remains scarce in academia, creating a critical knowledge gap for marketing practitioners. This study addresses this gap by investigating consumer attitudes toward brand use of AI-generated content and the underlying psychological mechanisms. Grounded in Algorithm Aversion theory and AI Technological Image Transfer theory, we examine whether brands should disclose AI involvement in their marketing content and how different AI participation approaches influence brand perception through three experimental studies (N=940). Results show that 100% AI-generated content significantly enhances brand image across all dimensions, with innovativeness showing the largest improvement. AI involvement approach significantly affects brand perception, with 100% AI producing the strongest effect. AI social identity emerges as the key psychological driver, while AI aversion paradoxically benefits 100% AI strategies through an “honesty effect.” This research challenges traditional algorithm aversion assumptions and provides guidance for brand AI marketing strategies.

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