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How AI involvement affects curiosity and content engagement in AI-generated advertisements

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  • Kim, Songmee
  • Cho, Erin

Abstract

This study examines the impact of AI-generated advertisement in shaping consumer responses, focusing on how AI involvement, specifically AI and AI and human collaboration, affects consumers’ curiosity and content engagement. Utilizing a framework based on information gap theory, we investigate how AI competency and media type (image vs. video) moderates the main mechanism. Two experiments were conducted using an online panel. Study 1 analyzed responses from 200 participants, while Study 2 examined 223 participants. The results reveal that AI involvement positively affects content engagement through the mediation of curiosity. In addition, this relationship was significantly stronger when consumers had low AI competency (Study 1), and when the media type was image-based (Study 2). Our findings provide valuable insights into the role of AI involvement in shaping consumer engagement with advertisements and the conditions under which AI-generated content is most effective.

Suggested Citation

  • Kim, Songmee & Cho, Erin, 2026. "How AI involvement affects curiosity and content engagement in AI-generated advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 92(C).
    • Handle: RePEc:eee:joreco:v:92:y:2026:i:c:s0969698926000366
    DOI: 10.1016/j.jretconser.2026.104756
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