A new peer-reviewed study by University of Richmond marketing professors Dr. Sara Hanson and Dr. Jeffrey Carlson, in collaboration with Dr. Heather Pressler, CEO of BlueHuki, has found that while AI-generated ads increase engagement, they can simultaneously trigger negative emotional responses that may erode brand trust and perception.
Published in the Journal of Advertising Research, the article—“The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising”—introduces the concept of AI ad salience: the degree to which consumers perceive artificial intelligence was visibly involved in creating an advertisement.
Findings from the Study
- High AI salience increases engagement metrics:
- Ads perceived to be AI-generated saw higher comment volumes and click-through rates.
- AI triggers emotional resistance:
- Despite higher engagement, these ads often resulted in negative emotional responses, such as discomfort or skepticism.
- Impact on brand perception:
- Negative emotions led to lower ad attitude scores and reduced consumer trust, especially in reputation-sensitive industries.
Expert Commentary: Balancing Engagement and Brand Equity
- Dr. Sara Hanson, co-author of the study, explained: “AI imagery and disclosure can spark curiosity and attention, but they also activate a psychological response rooted in fear. Marketers need to weigh short-term engagement against long-term brand equity.”
- Dr. Heather Pressler, CEO of BlueHuki, added: “For reputation-driven brands like those in law, healthcare, and professional services, how you use AI can impact not just engagement, but trust. Getting that balance right is critical.”
Implications for Marketers and Brands
- Use of AI in advertising requires strategic nuance:
- Marketers should evaluate when and how to make AI involvement visible.
- Avoid overemphasizing AI:
- While AI-driven creativity can grab attention, overuse or overt disclosure can undermine authenticity and brand credibility.
- Industry relevance:
- Brands in healthcare, legal, and professional services—where trust is paramount—must be especially cautious in using AI-generated content.
Organizations Behind the Study
- University of Richmond’s Robins School of Business:
- A nationally recognized leader in marketing, analytics, and strategy education, known for hands-on, innovative learning.
- BlueHuki:
- An award-winning, woman-owned digital marketing agency based in Northern Virginia.
- Specializes in data-driven strategies for industries where reputation and credibility are critical.
- Recognized by Washington City Paper and Best of Falls Church for creative excellence.
As AI-generated content becomes more prevalent in digital advertising, this study highlights the double-edged nature of AI salience. While it may drive short-term attention and clicks, it also poses emotional and reputational risks. For brands—especially those that rely on trust—the key lies in strategic implementation of AI tools that enhance engagement without compromising consumer confidence.
