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Artificial creativity in luxury advertising: How trust and perceived humanness drive consumer response to AI-generated content

Author

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  • Jung, Timothy
  • Koghut, Maksym
  • Lee, Eunseo
  • Kwon, Ohbyung

Abstract

This study investigates how perceived artificial creativity influences consumer purchase intentions through the dual pathways of AI quality and advertising attributes in luxury advertising. Drawing on creativity theory and advertising effectiveness models, we examine how perceived artificial creativity shapes trust in AI and perceived humanness, which in turn affect four key advertising attributes: informativeness, entertainment, credibility, and novelty. Using data from 461 respondents with prior generative AI experience, we tested AI-generated luxury brand advertisements created using ChatGPT-3.5, Mid-Journey, and Studio DID. Results reveal that perceived artificial creativity positively influences both trust in AI and perceived humanness. These quality dimensions significantly impact advertising attributes, which subsequently affect purchase intentions. The strongest effects on purchase intention were found through informativeness and novelty. This research contributes to our understanding of how AI-generated content influences consumer behavior in luxury advertising contexts and provides practical implications for implementing AI in luxury brand communications.

Suggested Citation

  • Jung, Timothy & Koghut, Maksym & Lee, Eunseo & Kwon, Ohbyung, 2025. "Artificial creativity in luxury advertising: How trust and perceived humanness drive consumer response to AI-generated content," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001821
    DOI: 10.1016/j.jretconser.2025.104403
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    1. Mateusz Juzwik, 2025. "The Role of Artificial Intelligence in Selected Marketing Areas," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 1274-1284.
    2. Reitsamer, Bernd F. & Stokburger-Sauer, Nicola E. & Giertz, Johann N. & Nocker, Janina S., 2026. "Marketer-generated content in digital social touchpoints: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 205(C).
    3. Hou, Chenxuan & Li, Tingting & Gu, Yanzhang, 2026. "Artificial intelligence versus human providers for personalized solutions? The influence of expected group size and perceived uniqueness on adoption intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).

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