Perception and Acceptance of AI-Generated Advertising Images among Generation Z
Athip Techapongsathon, Saroj Waikongkha · Arts of Management Journal · 2025
This research investigated the perception and acceptance of AI-generated advertising imagery. The goals are to 1) analyze the perception of advertising images generated by artificial intelligence, 2) examine opinions on the acceptance of AI-generated product images, and 3) investigate whether people in Generation Z from different demographic groups perceive AI-generated advertising images differently. Cochran’s formula considered the sample size, and the confidence level was set at 95%. A quantitative study using questionnaires was conducted on 400 participants in Generation Z. Descriptive statistics like frequency distribution, percentage, and mean and inferential statistics like one-way ANOVA were employed to assess the research. The research results were as follows: 1) The result revealed that most Generation Z participants (aged 19-27) can moderately distinguish between AI-generated and human-created images. 2) They generally hold a positive attitude towards AI-generated images, perceiving that AI helps to reduce work time, makes images appear more modern, and effectively captures attention. These findings suggest that artificial intelligence technology will continue to play an increasingly significant role in advertising and media creation. 3) Hypothesis testing further indicates that individuals who have received engineering, technology, and science education display more positive attitudes than those in other disciplines. Conversely, Generation Z respondents studying humanities and social sciences are less accepting of AI-generated product images than their peers in other fields. Therefore, technological literacy significantly influences the acceptance of AI technology in media production processes.