Research-Thesis: La perception des publicités générées par l'IA: son effet sur le rapport à la marque.

Abstract

Generative artificial intelligence is playing an increasingly important role in advertising and marketing communication. Brands now use AI technologies to create visual content more rapidly, efficiently and creatively. Despite these opportunities, concerns remain regarding consumers’ acceptance of AI-generated advertising and its potential effects on brand perception.

The objective of this research was to analyze how consumers react to advertisements created with artificial intelligence compared to traditional human-created advertisements. More specifically, this study investigated the cognitive, affective and behavioral effects associated with AI-generated advertising content.

A quantitative experimental approach was adopted for this study. Participants were randomly exposed to one of three advertising conditions: a human-created advertisement, an AI-generated advertisement without disclosure, or an AI-generated advertisement with explicit disclosure of the use of AI. The experiment was conducted using a hedonic product advertisement in the perfume industry.

The results suggest that AI-generated advertising can be integrated into marketing communication without necessarily generating negative consumer reactions. In most cases, the differences between AI-generated and human-created advertisements remained limited. The study also shows that perceived realism plays an important role in reducing discomfort and improving attitudes toward advertising.

However, the results also demonstrate the importance of transparency regarding the use of artificial intelligence. While the explicit disclosure of AI did not significantly affect consumers’ evaluations, the a posteriori revelation of the artificial origin of the advertisement significantly decreased perceived credibility.

Overall, this thesis contributes to a better understanding of consumer psychology in the context of AI-generated advertising and highlights the importance of credibility, realism and emotional coherence in maintaining positive brand relationships.