| Abstract [eng] |
Brief Description: This research examines the psychological effects of Generative AI on digital-marketing as it pertains to the cosmetic industry. As AI-generated visuals almost same as human work, this study compares the ways in which consumers perceive both formats in terms of four important dimensions: Authenticity, credibility, transparency and trust. The study focuses on the visual nature of perfume advertising to determine if the "human touch" still has a competitive edge in consumer psychology. Problem, Aim, and Objectives of the FMTP: The rapid integration of generative artificial intelligence (AI) in digital marketing, especially in visually-driven industries such as the cosmetic industry, has exceeded our comprehension of consumer psychology. While AI provides efficiency, there is a major empirical knowledge gap with respect to whether these machine-generated visuals would be able to preserve the same levels of perceived authenticity, and trust as traditional human made content. The basic issue that is being dealt with is the possible "authenticity deficit" that can occur when consumers are in contact with advertisements created with AI. The primary objective of this thesis is to conduct a comparative study between the consumer's perception of AI-generated and human-produced visual advertisements specifically about issues of authenticity, credibility, transparency, and trust. To do this, the following tasks were established: 1) to measure and compare the perceived authenticity; 2) to determine variations in perceived credibility; 3) to evaluate differences in perceived transparency; and 4) to assess levels of brand trust for both advertisement types. Research methods used in the FMTP: The research methods used in the FMTP employed a within-subjects experimental design. Data was collected using an online survey using a sample of 315 participants. Used two stimuli: advertisement of artificially generated perfume (Image A) and an advertisement created by a human (Image B). Statistical analysis was conducted with the inclusion of the programs of statistical analysis of data (SPSS) and Cronbach's Alpha for Reliability and Paired Samples T-Tests to compare the mean between the two groups. Research and results obtained: The results showed that there is a statistically significant preference for human-created content. Specifically: • Authenticity: Human-created ads were perceived to be more authentic. • Credibility: Human made visuals were found to be more believable when they were made with human. • Transparency: People perceived more transparency and honesty on human content. • Trust: Brand trust was much higher for the human-created advertisement compared to the AI-generated version. Conclusions of the FMTP: The research concludes that whilst AI provides efficiency, it currently faces a "psychological discount" from people who value the perceived effort and realism of human creativity. For marketers, the study would recommend a "human-in-the-loop" approach. Brands must prioritize transparency when using AI to mitigate risks related to trust and credibility. |
