Consumer Skepticism Toward Artificial Intelligence–Generated Brand Narratives

Olivia Thompson

Consumer Skepticism Toward Artificial Intelligence–Generated Brand Narratives

Author(s)	Dr. Olivia Thompson
Country	United States
Abstract	Artificial intelligence is increasingly relevant to marketing communication because algorithmic systems can support the production, personalization, and distribution of textual content at considerable scale. Brand narratives, however, differ from routine informational messages because their effectiveness commonly depends on perceived authenticity, emotional resonance, narrative coherence, symbolic meaning, and confidence that the brand is communicating truthfully. These characteristics create a potential tension when consumers learn that a narrative has been generated substantially by artificial intelligence. The present study examines consumer skepticism toward artificial intelligence–generated brand narratives through a theoretically grounded simulation incorporating perceived narrative authenticity, narrative coherence, disclosure trust, human oversight, and consumer skepticism. Because direct empirical research specifically examining contemporary generative-AI brand narratives was not mature before 2021, the conceptual framework integrates established pre-2021 evidence from advertising skepticism, brand authenticity, narrative transportation, automated journalism, algorithm aversion, and artificial intelligence in marketing. A synthetic analytical corpus of 160 consumer evaluations was constructed across four narrative-source conditions: human-authored, disclosed AI-assisted, disclosed AI-generated with human review, and AI-generated without human review. The simulation produced a negative association of r = −0.732 between perceived narrative authenticity and consumer skepticism. Mean skepticism increased from 36.2 for human-authored narratives to 43.7 for disclosed AI-assisted narratives, 53.6 for AI-generated narratives with human review, and 63.0 for AI-generated narratives without human review. The findings indicate that skepticism should not be interpreted as an automatic rejection of machine-produced language. Rather, consumers may evaluate whether the narrative appears truthful, coherent with brand history, appropriately disclosed, and subject to accountable human oversight. The study proposes a responsible brand-narrative framework in which artificial intelligence operates as a creative support mechanism while factual claims, value statements, testimonials, cultural representations, and emotionally consequential storytelling remain subject to human verification and organizational accountability.
Keywords	artificial intelligence; brand narratives; consumer skepticism; brand authenticity; AI-generated content; narrative transportation; brand trust; disclosure; algorithm aversion; marketing communication
Field	Engineering
Published In	Volume 6, Issue 3, May-June 2025
Published On	2025-05-01

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American Journal of Advanced Multidisciplinary Innovation and Research

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Consumer Skepticism Toward Artificial Intelligence–Generated Brand Narratives

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