Investigating the Impact of Disclosing Generative AI’s Involvement in Video Advertising

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dc.contributor.authorWang, Tianzi
dc.contributor.authorCheng, Xusen
dc.contributor.authorLei, Siyu
dc.contributor.authorLi, Yixuan
dc.contributor.authorZhang, Xiaoling
dc.contributor.authorWang, Pinshu
dc.date.accessioned2024-12-26T21:04:57Z
dc.date.available2024-12-26T21:04:57Z
dc.date.issued2025-01-07
dc.description.abstractThe deployment of generative artificial intelligence (GAI) in advertising industry has witnessed a significant increase during recent years. However, consensus on whether consumers should be informed of generative AI’s involvement in video advertisement creation and how to mitigate the potential negative effects caused by such disclosure has not been well investigated. Drawing upon signaling theory, this research aims to investigate the effect caused by generative AI involvement disclosure in video advertisement. Besides, we provide possible explanation by examining the mediating role of authenticity perception. In addition, we suggest that the potential negative effects caused by AI involvement disclosure could be alleviated by adjusting the timing of disclosure. In this paper, we will discuss three experimental studies with the aim of testing the direct effects, the possible explanation, and the effects of timing strategy. This research will contribute to both theory development and the practice of AI deployment and human-AI collaboration within advertising field.
dc.format.extent9
dc.identifier.doi10.24251/HICSS.2025.078
dc.identifier.isbn978-0-9981331-8-8
dc.identifier.othera74742b3-a37a-44f7-a570-3b1e3043e827
dc.identifier.urihttps://hdl.handle.net/10125/108916
dc.relation.ispartofProceedings of the 58th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectIT Enabled Collaboration for Development
dc.subjectai-powered advertising, artificial intelligence, disclosure, signaling theory, timing
dc.titleInvestigating the Impact of Disclosing Generative AI’s Involvement in Video Advertising
dc.typeConference Paper
dc.type.dcmiText
prism.startingpage662

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