Consumer Behavior

Generative AI Disclosure in Fashion Marketing: A Tectonic Shift in the Advertising Landscape

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Abstract

The advent of generative artificial intelligence (AI) has leveraged fashion marketing by enabling swift and efficient content creation. However, a research gap in understanding its acceptance from the perspective of a consumer viewing an AI-generated advertisement remains, while regulations begin to make disclosure mandatory. As generative AI is envisioned to bring immense innovation to marketing methods, a between-subject experimental study was developed to test the effects of AI-generated advertisement disclosure on consumer affective states and thus motivational outcomes. Evidence shows that while negative perception regarding AI-generated content was prevalent, perceived effort and brand attitude hold potential to alleviate the detrimental effects of AI-generated image disclosure, without provoking consumers’ perceived risk. Findings show managerial implications for the future of AI-generated content in fashion marketing.

Keywords: Artificial intelligence, Fashion advertising, AI generated advertisements, innovative technology, artificial intelligence, brand attitude, fashion advertising, generative AI

How to Cite:

Rhee, H. & Lee, K., (2024) “Generative AI Disclosure in Fashion Marketing: A Tectonic Shift in the Advertising Landscape”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17359