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Eye-tracking study finds AI labels on ads pull eyes off models and cut some shoppers' interest
Study title: AI Disclosure in Advertising: Visual Attention and Consumer Responses across Construal Levels
- Evidence type
- Controlled or validated comparison
- Sources
- 1 sourcePeer-reviewed
- Published
- 2 min read
- Truvace record
- TRV-2026-2678cite or check it
Study title: AI Disclosure in Advertising: Visual Attention and Consumer Responses across Construal Levels
A laboratory eye-tracking experiment using Instagram-style advertisements tested what happens when ads disclose that their content was made with artificial intelligence. Visual attention was measured as total view duration on the model's face and on the advertised product.
Read the study abstract
Disclosure that advertising content was created using artificial intelligence is becoming common, yet its effects on consumer processing remain poorly understood. Prior research has focused primarily on evaluative outcomes, overlooking how AI disclosure may influence visual attention during ad exposure. Drawing on Construal Level Theory, this study examines how AI disclosure shapes visual attention and consumer responses across different construal levels. Conceptualizing AI disclosure as a transparency cue in di…
60Gain side
How the two sides scoreClose call
57Problem side
The gain
In a laboratory eye-tracking experiment with Instagram-style ads, AI disclosure reduced attention to the model's face and increased attention to the advertised product, particularly among low-construal consumers.
The problem
In a laboratory eye-tracking experiment with Instagram-style ads, AI disclosure lowered model attitude and purchase intention among high-construal consumers, with model attitude mediating the effect.
A fixed formula sets both scores from the evidence and its sources. Reader votes don’t move them.
What the scores mean
G is the gain side, out of 100. It goes up when the gain is specific, when it measurably helped people and when the sources behind it are strong.
P is the problem side, out of 100. It goes up when the problem is specific, when it measurably hurt people and when the sources behind it are strong.
In brief
Disclosure reduced attention to the model's face and increased attention to the product, particularly among consumers with a low construal level. Among high-construal consumers, disclosure lowered attitude toward the model and purchase intention, and the drop in model attitude accounted for the effect on intention.
The authors say disclosure is becoming common, yet earlier research focused mainly on evaluative outcomes rather than on attention during ad exposure. The results suggest disclosure changes both how people look at an ad and how they judge it.
Main points
- The study used a laboratory eye-tracking experiment with Instagram-style advertisements.
- Attention was measured as total view duration on the model's face and on the advertised product.
- AI disclosure reduced attention to the model's face and increased attention to the product.
- The attention shift was strongest among low-construal consumers.
- High-construal consumers showed lower model attitude and lower purchase intention after disclosure.
- Model attitude mediated the drop in purchase intention.
- The work draws on Construal Level Theory and treats AI disclosure as a transparency cue.
The full story
The researchers drew on Construal Level Theory to examine how disclosure shapes attention and responses across consumers who think in more abstract or more concrete terms. They treated disclosure as a transparency cue in digital advertising systems.
In the experiment, Instagram-style ads were shown in a lab while eye tracking recorded total view duration on the model's face and on the product. Disclosure moved attention away from the face and toward the product, especially for low-construal consumers.
Among high-construal consumers, disclosure had an evaluative cost: lower attitude toward the model and lower purchase intention. Model attitude mediated this effect, so the authors conclude disclosure affects both attentional and evaluative stages of ad processing.
What this doesn’t fix
The findings come from a laboratory eye-tracking experiment with Instagram-style advertisements, so effects in real feeds are untested.
Sources
1 on file- Journal of the Association for Information Systemsaisel.aisnet.org
Talk it over
This record found a gain and a problem in the same place. Which matters more to you, and who might answer differently?
Eye-tracking study finds AI labels on ads pull eyes off models and cut some shoppers' interesthttps://truvace.com/item/ai-disclosure-in-advertising-visual-attention-and-consumer-responses-across-cons
This record found a gain and a problem in the same place. Which matters more to you, and who might answer differently?
The gain In a laboratory eye-tracking experiment with Instagram-style ads, AI disclosure reduced attention to the model's face and increased attention to the advertised product, particularly among low-construal consumers.
The problem In a laboratory eye-tracking experiment with Instagram-style ads, AI disclosure lowered model attitude and purchase intention among high-construal consumers, with model attitude mediating the effect.
Answer in the threadHow do we know? What can this kind of evidence show, and what can’t it?
The evidence This rests on a controlled comparison, from Journal of the Association for Information Systems.
Answer in the threadWhat does it leave open? What else would you want to know before acting on it?
The record’s own caveat The findings come from a laboratory eye-tracking experiment with Instagram-style advertisements, so effects in real feeds are untested.
Answer in the threadHave you seen AI used this way where you study, work or live? Did it go the same way?
Answer in the thread
The questions are the same on every record. The details under them are taken from this record as written.
What readers say