Influencing the Perception and Acceptance of AI-Generated Marketing Content as Part of SGD
Michal Kubovics · Journal of Lifestyle and SDGs Review · 2025
Objective: The objective of this study is to examine users' attitudes towards AI-generated marketing content, focusing on the influence of transparency, content quality and authenticity, as well as the socio-demographic characteristics of respondents. Theoretical Framework: This study is grounded in the intersection of consumer behavior theories and technology acceptance models. Concepts such as perceived authenticity, trust in automation, and transparency in AI use provide a basis for understanding how individuals engage with AI-generated content in marketing as part of SGD. Method: The research employed a quantitative approach using the CAWI (Computer-Assisted Web Interviewing) method, gathering data from a sample of 1308 respondents. The survey measured preferences regarding AI-generated content, demographic data, and perceived quality and transparency. Results and Discussion: The findings confirm that consumers tend to prefer AI-generated content that has been edited or supervised by a human. Transparency regarding AI involvement significantly increases acceptance, though older individuals and women show more caution, while younger respondents are more open. Perceived quality and authenticity were identified as the most influential factors in content acceptance. Research Implications: These findings have both theoretical and practical implications for marketing strategies, emphasizing the role of transparency and human oversight in AI content use. Originality/Value: This research contributes to the understanding of consumer acceptance of AI in marketing, highlighting key demographic influences and validating the need for quality and authenticity in AI-driven content strategies.