Perceptions of AI-Generated Content: How College Students Feel about AI-created Content in the Field of Marketing

Abstract

Artificial Intelligence (AI) is a tool that has become heavily integrated into the lives of many individuals and businesses. Due to AI’s popularity, its impact on marketing, specifically digital content creation, has become a topic of significant interest. The rapid advancement of AI technologies has enabled the creation of sophisticated graphics and content that can sometimes be indistinguishable from content produced by a human. This technological advancement presents a question in the field of marketing: Do consumers care to know if the marketing content they engage with is AI-designed? This study aims to investigate consumer perceptions and preferences regarding AI-designed marketing content, particularly whether consumers are interested in knowing, if the content they engage with is AI-created. Through one-on-one interviews with 11 East Carolina University students, this research will assess their awareness, trust, and preferences regarding AI-generated content in marketing. By examining consumer attitudes toward AI disclosure, this study will provide insights for marketers to maintain transparency and ethical responsibility as it relates to AI content creation.