AI-Generated Marketing Can Still Feel Authentic, Indonesian Study Finds

 

Illustration by AI 

 

FORMOSA NEWS - Pontianak - Marketing content created by artificial intelligence does not automatically undermine brand authenticity or consumer trust, according to new research by Yeni of Universitas Muhammadiyah Pontianak, Indonesia. Published in 2026 in the Formosa Journal of Science and Technology, the study shows that consumers continue to value authenticity, honesty, and consistency in brand messages—even when those messages are produced by AI systems. The findings matter as companies worldwide accelerate the use of generative AI in advertising, social media, and digital campaigns, raising concerns about trust and credibility.

 

Why Brand Authenticity Matters in the Age of AI

Artificial intelligence has rapidly reshaped digital marketing. Brands now rely on algorithms to generate advertisements, personalize promotions, and communicate with consumers at scale. While these tools promise efficiency and relevance, they also spark skepticism. Many consumers worry that AI-generated content feels manipulative, artificial, or detached from human values.

Brand authenticity has long been a foundation of consumer trust. Authentic brands are seen as honest, consistent with their values, and credible over time. The central question explored in this research is whether those perceptions survive when marketing messages are created by machines rather than humans.

The study addresses a growing global debate: can AI-driven marketing strengthen relationships with consumers, or does automation risk eroding trust?

 

How the Research Was Conducted

The research used a quantitative survey of adult consumers who regularly encounter AI-assisted digital marketing, such as automated social media ads, personalized recommendations, and AI-generated promotional messages. Respondents were selected based on their active use of digital media and familiarity with AI-based content.

Participants completed an online questionnaire measuring four key factors:

·         Perceived brand authenticity

·         Transparency about the use of AI

·         Consumer trust

·         Consumer attitudes toward brands

The data were analyzed using structural equation modeling, a statistical approach that examines how multiple factors influence each other at the same time. This allowed the researcher to assess not only direct effects, but also how trust mediates the relationship between authenticity and consumer attitudes.

 

Key Findings at a Glance

The results challenge the assumption that AI automatically weakens brand credibility. Instead, they highlight the continued importance of authenticity in digital communication.

Main findings include:

·    Brand authenticity strongly increases consumer trust, even when marketing content is generated by AI.

·     Consumer trust leads to more positive attitudes toward brands, confirming trust as a central psychological driver.

·    Authenticity directly shapes consumer attitudes, not only through trust but also through immediate emotional and cognitive responses.

·      Transparency about AI use strengthens trust, especially when it aligns with consistent brand values.

·     Trust acts as a bridge between authenticity and positive consumer attitudes, explaining how credibility turns into favorable perceptions.

Together, these results show that AI does not erase the human side of branding. Instead, consumers focus on whether a brand remains true to its identity and values, regardless of the technology behind the message.

 

Transparency Can Build—or Break—Trust

One of the most important insights from the study concerns transparency. When brands openly communicate that AI is involved in content creation, consumers are more likely to trust them—provided that openness feels genuine and consistent with the brand’s identity.

However, transparency is not a simple checkbox. Overemphasizing technology or presenting AI purely as a profit-driven tool can trigger skepticism. The study suggests that transparency works best when framed as part of a broader commitment to honesty, responsibility, and ethical communication.

As Yeni explains, transparency functions as a signal of integrity, not just a technical disclosure.

 

Real-World Implications for Businesses and Marketers

The findings carry clear implications for companies using generative AI in marketing:

·    Authenticity must remain central. AI should reflect brand values, tone, and identity—not replace them.

·    Trust-building is strategic, not optional. Brands that ignore trust risk damaging long-term relationships with consumers.

·     AI transparency should be intentional. Clear but balanced communication about AI use can reinforce credibility.

·    Technology is a tool, not the message. Consumers judge brands more by consistency and sincerity than by whether content is human- or machine-generated.

For policymakers and educators, the research also highlights the importance of ethical standards and consumer literacy in AI-driven communication. As AI-generated content becomes more common, understanding how people interpret authenticity will shape future regulations and best practices.

 

Insight from the Author

According to Yeni of Universitas Muhammadiyah Pontianak, the research shows that “consumers do not automatically reject AI-generated marketing. What matters most is whether the brand communicates honestly and consistently. Authenticity remains the foundation of trust, even in highly automated environments.”

 

Author Profile

Yeni, M.M. is a marketing and digital communication researcher at Universitas Muhammadiyah Pontianak, Indonesia. Her academic expertise focuses on digital marketing, consumer behavior, brand authenticity, and artificial intelligence in marketing communication.

 

Source

Journal Article Title: Consumer Interpretation of Brand Authenticity in Artificial Intelligence–Generated Marketing Content

Journal: Formosa Journal of Science and Technology

Year: 2026

DOI: https://doi.org/10.55927/fjst.v5i1.391