How Artificial Intelligence in Advertising Impacts Consumer Perceptions of Brand Authenticity

Artificial Intelligence (AI) is transforming the advertising industry, raising important questions about its impact on brand authenticity. This study examines how AI-driven advertising affects consumer perceptions of authenticity, using focus groups to explore consumer attitudes. The findings reveal that transparency in AI use plays a crucial role in maintaining brand authenticity-brands that openly disclose AI involvement reinforce credibility and strengthen consumer trust. When used ethically and responsibly, AI has the potential to enhance rather than undermine authenticity. However, this effect is shaped by factors such as clear communication, consumer awareness, and alignment with brand values..By bridging AI-driven advertising with existing literature on brand authenticity, this research advances the discussion on responsible AI integration in marketing. It highlights the need for clear regulations to prevent deceptive practices and positions AI as a tool for ethical innovation rather than a threat to authenticity.