Dualism in the Perception of Millennial Mothers: between the Aesthetics of Artificial Intelligence and the Authenticity of Reality in Baby Milk Advertisements on Social Media

Background: The development of Artificial Intelligence (AI) technology in the advertising industry has created new visual standards that contrast with reality, especially for sensitive products such as baby milk. Young millennial mothers, as the primary audience on social media, are now faced with two visual extremes that influence their perceptions and beliefs. Objective: This study aims to explore and analyze the construction of young millennial mothers' desires regarding infant formula advertisements by comparing the use of AI technology and reality content on YouTube and Instagram. Method: Using a constructivist paradigm with a qualitative approach, this study involved 11 young millennial mothers as informants through purposive sampling. Data were collected through observation of 10 advertising documents (5 AI-based and 5 reality-based) and in-depth interviews. Data analysis used the Miles and Huberman interactive model, with data validity tested through source and theory triangulation. Results: Findings indicate a duality of desire among informants. AI-based advertisements are highly sought after for their visual appeal, adorable baby characters, and engaging features that capture attention. Conversely, reality-based advertisements are considered superior at building credibility and trust because they can portray real parenting situations, community connections, and practical information about market accessibility and support for government programs (e.g., breastfeeding support). Conclusion: The ideal desire of young mothers is hybrid advertising that combines modern AI aesthetics without abandoning the authenticity of reality narratives. The implications of this study suggest that marketers balance technological innovation with the integrity of information to sustain consumer loyalty in the digital age. Further research should expand the geographical scope and involve cross-generational participation.