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

Jung, T ORCID: https://orcid.org/0000-0002-8594-6641, Koghut, M ORCID: https://orcid.org/0000-0002-6837-7969, Lee, E and Kwon, O (2025) Artificial creativity in luxury advertising: How trust and perceived humanness drive consumer response to AI-generated content. Journal of Retailing and Consumer Services, 87. 104403. ISSN 0969-6989

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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.