The Power of Real: Exploring The Effects of AI-Generated Vs. Real Models in Advertising Considering Female Consumers

The prevalence of artificial intelligence (AI)-generated models in advertising raises questions about their impact on consumer perceptions and well-being. This research examines how advertising disclaimers stating the model was “AI-generated” versus “real” influence consumers’ evaluation of the model’s attractiveness and their attitude toward the advertisement. Drawing on reactance theory and construal level theory, we propose that both psychological reactance and psychological distance shape consumers’ evaluations of the model and the ad. In three experimental studies, followed by a qualitative post-hoc analysis, our findings suggest that female consumers perceive the model as less attractive and hold a more negative attitude toward the advertisement when it states the model was AI-generated (vs. real). This effect is explained by the AI disclaimer triggering more psychological reactance and more psychological distance. We extend these findings from Gen Z female consumers to more mature, and often ignored, Gen X female consumers and provide some qualitative insights in support of our findings and the consumer well-being discourse. This study gives recommendations for policymakers and advertisers, contributing to the growing discourse on responsible use of AI in marketing.