Is this real or Fake? Examining the effects of disclosure of AI-generated content and source type in instagram-based travel destination advertising on consumer attitudes and behavioral intentions

The current research investigates the effects of disclosure (versus non-disclosure) of AI-generated content and source type in travel destination-related advertising posts on consumers' attitudes and behavioral intentions. Study 1 ( N = 395) examined how AI disclosure effects on consumer responses varied across four source types (business versus government organization versus non-government organization versus social media influencer). In Study 2 ( N = 201), we investigated the effects of human social media influencers posting AI-generated content with or without disclosure. We found evidence for the effectiveness of the disclosure in recognizing the AI-generated content for the advertising posts by a hospitality business and social media influencers. Disclosing the AI-generated origin of social media influencers' advertising posts lowered brand credibility, attitude, and purchase intention. Attitudes towards AI moderate the relation between the recognition of the AI origin of the post and brand credibility. • Disclosure of AI-generated social media advertising posts contributes to the recognition of the AI origin in the case of the hotel and of social media influencers. • Disclosure of AI-generated social media advertising posts by influencers lowered brand credibility and attitude. • The recognition of AI-generated social media influencers advertising posts negatively affects brand credibility, attitude, and purchase intentions. • In the case of social media influencers, consumers' attitudes towards AI moderate the relationship between the recognition of the post's AI origin and brand credibility.