Do Gen Z consumers value AI-generated advertising and human created advertising differently?
(A2026-133678)

AUTHORS

Alexander Muk, Texas State University; Christina Chung, Ramapo College of New Jersey

ABSTRACT

The objective of this study is to examine how the perceived value of advertising impacts Gen Z consumers’ attitudes toward AI-generated advertising and human created advertising. The conceptual framework of this research is based on the three perceptual antecedents of perceived advertising values namely, informativeness, irritation and entertainment, developed by Ducoffe. Respondents in this study are instructed to view two ads, one is an AI-generated ad, and the other is a human-created ad. Structural equation modeling technique is used to exam the relationships between the proposed constructs. The results show that informativeness and entertainment are positively related to perceived values of AI-generated ad whereas irritation is not a significant predictor. Similarly, the findings from replicating the value model measuring the value of human created ad show that entertainment and informativeness have significant positive relationships with the perceived values of human created ad. However, no relationship is found between irritation and the perceived values of human created ad. The results also show that both AI-generated ad values and human created ad values positively influence attitudes toward the two forms of advertising. Gen Z consumers hold more positive attitudes toward AI-generated advertising than human created advertising.