Conditions for the acceptance of advertising content generated by generative artificial intelligence

Abstract

The dynamic development of GenAI tools and their growing availability suggest that this technology will play an increasingly important role in marketing, particularly in advertising. It redefines not only the way advertising materials are created, but also their visual, linguistic and narrative form, which is important for how they are perceived, evaluated and accepted by consumers. Furthermore, despite its numerous benefits, it is associated with a number of challenges that may be of significant importance to consumers. This article aims to identify the factors that determine the level of social acceptance of advertising materials generated using GenAI tools. The research process utilised the meta-UTAUT model, expanded with additional variables: hedonistic motivation, trust and habit, which in the context of advertising materials may play a significant role in the process of forming attitudes and behavioural intentions towards the use of generative AI. The results obtained are important both in the context of further research on the acceptance of this technology and the effects of its work, including in the advertising sector, as well as for practitioners operating in this market.

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