How Women Respond to Computer-Generated Inclusive Advertising: Advocating for Body Positivity in the Age of AI
研究揭示，在包容性广告中披露使用AI生成模特会降低女性消费者的社会临场感并引发品牌虚伪感，但具体化信息或AI透明度披露可缓解负面影响。
Brands increasingly use artificial intelligence (AI) in their advertising efforts. Although extant literature has assessed AI disclosure effects, a research gap exists in disclosures of AI-generated elements in inclusive advertising. Across three main studies, AI-generated plus-size models were used to promote body positivity for a fictitious fashion brand. We recruited female participants because they remain the primary audience for body positivity messaging. This research developed a holistic theoretical model that does the following: (1) confirms the negative impact of disclosing AI-generated models in inclusive advertising (Study 1); (2) uncovers the underlying serial mechanism of social presence and brand hypocrisy (Study 2); and (3) identifies two distinct, theoretically grounded, intervention strategies to mitigate the negative effects. Study 2 found that cause concreteness (a message-based intervention) played a moderating role, whereby concrete messages mitigated the negative effects of reduced social presence on brand hypocrisy. Study 3 revealed that, in ads featuring abstract cause messaging, the addition of an AI transparency disclosure (a source-based intervention) together with the simple AI disclosure enhanced brand evaluations.