Purpose

This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written.

Design/methodology/approach

A 3 × 3 experimental design using Adidas marketing texts disclosed as either “AI” or “human”, or not disclosed was applied to data gathered online from 624 English-speaking students.

Findings

Text disclosed as AI-generated is not perceived as less authentic than that disclosed as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed.

Practical implications

Findings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity and brand attitude.

Originality/value

Results show that brands can afford to be transparent in disclosing the use of AI to support brand voice as communicated in product description or specification or in chatbot text.

中文翻译：

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披露还是不披露，不再是问题——AI披露的品牌声音对品牌真实性和态度的影响

目的

本文旨在探讨当文本来源被披露为人工智能（AI）生成或人类编写时，消费者对“品牌声音”真实性、品牌真实性和品牌态度的感知。

设计/方法论/途径

使用阿迪达斯营销文本进行的 3 × 3 实验设计，将其公开为“AI”或“人类”，或未公开，并应用于从 624 名英语学生在线收集的数据。

发现

人工智能生成的文本披露的真实性并不比人类书写的文本低。如果人工智能来源被披露，不会对品牌声音的真实性和品牌态度产生负面影响。

实际影响

研究结果为品牌经理提供了节省成本和时间的潜力，但强调了人工智能技术对品牌真实性和品牌态度的强烈影响。

原创性/价值

结果表明，品牌可以透明地披露人工智能的使用，以支持在产品描述或规范或聊天机器人文本中传达的品牌声音。