Consumer Skepticism Toward Artificial Intelligence–Generated Brand Narratives

Panu Kalmi

Consumer Skepticism Toward Artificial Intelligence–Generated Brand Narratives

Author(s)	Dr. Panu Kalmi
Country	United States
Abstract	Artificial intelligence is increasingly involved in the production of advertising copy, social-media communication, product descriptions, corporate stories, and other forms of brand narrative. Although generative technologies can improve the speed, scalability, and consistency of content production, their use raises an important consumer-behavior question: whether knowledge or suspicion of artificial intelligence involvement causes audiences to become more skeptical of branded communication. This study develops a simulation-based analytical framework for examining consumer skepticism across four narrative conditions: human-written and disclosed, artificial intelligence-assisted and disclosed, artificial intelligence-generated and disclosed, and artificial intelligence-generated without explicit disclosure. The conceptual model integrates persuasion knowledge, source credibility, brand authenticity, algorithm aversion, and consumer trust. A synthetic dataset of 480 observations was generated solely for methodological demonstration, with 120 simulated observations assigned to each narrative condition. Consumer skepticism, perceived authenticity, brand trust, and purchase intention were represented on five-point scales. The simulated results indicate a progressive increase in skepticism as artificial intelligence assumes greater authorship responsibility, with the highest mean skepticism occurring under the artificial intelligence-generated non-disclosure condition. Skepticism was negatively associated with perceived authenticity, brand trust, and purchase intention. The analysis further suggests that disclosure alone does not eliminate consumer resistance; rather, reactions appear to depend on the perceived appropriateness of artificial intelligence involvement, the degree of human creative responsibility, and the authenticity expectations attached to brand storytelling. The paper contributes a transparent conceptual and methodological framework for future empirical investigation while emphasizing that the numerical findings are illustrative rather than evidence obtained from actual consumers. From a managerial perspective, the analysis supports responsible artificial intelligence use in brand communication through meaningful human oversight, transparent authorship practices, and preservation of credible brand voice.
Keywords	artificial intelligence; brand narratives; consumer skepticism; brand authenticity; algorithm aversion; disclosure; consumer trust
Field	Engineering
Published In	Volume 5, Issue 6, November-December 2024
Published On	2024-11-01

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Consumer Skepticism Toward Artificial Intelligence–Generated Brand Narratives

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