How AI-Generated ADS Influence Purchase Intent: A Study Among Generation X and Generation Z in Romania
How AI-Generated ADS Influence Purchase Intent: A Study Among Generation X and Generation Z in Romania

Summary/Abstract: The rapid evolution of artificial intelligence in recent years and its expansion beyond internal organizational processes has completely transformed the way marketing communications are created, from their production to the moment they are exposed to the public. In today's landscape, it is essential to understand how new forms of marketing deliverables influence consumer perception, but especially their relationship with brands. This study was conducted to address the new paradigms generated by artificial intelligence, by understanding how AI-generated advertising can reshape brand-consumer dynamics. The research was conducted through an experiment involving two groups from Generation X and two groups from Generation Z, each group having both an experimental and a control group. After viewing the advertisement, participants completed a specially designed questionnaire to measure brand trust, emotional attachment, loyalty, and perceived risk, all of which served as independent variables for the dependent variable of purchase intention.

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