Beyond the Disclosure Dilemma: Effects of AI-Generated Brand Voice on Brand Authenticity and Attitude
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Abstract
The increasing use of artificial intelligence (AI) in marketing communication has transformed how brands construct and deliver their brand voice. While AI-generated content offers efficiency and scalability, it also raises concerns regarding brand authenticity and consumer responses. This study examines the effects of AI-generated brand voice disclosure on brand authenticity and brand attitude, with brand voice authenticity positioned as a key explanatory mechanism. Using a between-subjects experimental design, data were collected through an online survey and analyzed using analysis of variance (ANOVA) and structural equation modeling (SEM). The results indicate that disclosure of AI-generated brand voice significantly reduces perceived brand authenticity compared to human-generated communication. However, AI disclosure does not directly diminish brand attitude. SEM results reveal that brand voice authenticity positively influences brand authenticity, which in turn significantly enhances brand attitude, indicating a partial mediation effect. These findings suggest that consumer responses to AI-generated brand communication are primarily shaped by authenticity perceptions rather than disclosure alone. The study contributes to branding and AI literature by highlighting authenticity as a central mechanism in AI-mediated brand communication and offers strategic insights for managers balancing transparency and brand integrity.
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