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Viewers found AI-made emotional ads eerier once told AI was used; a theme match eased it

Study title: Overcoming the Uncanny Valley Effect in AI-Generated Emotional Ads: Matching AI to Ad Themes

Evidence type
Controlled or validated comparison
Sources
1 sourcePeer-reviewed
Published
2 min read
Truvace record
TRV-2026-2672cite or check it

Study title: Overcoming the Uncanny Valley Effect in AI-Generated Emotional Ads: Matching AI to Ad Themes

A two-experiment study in the Journal of Interactive Advertising tested how consumers react to emotional video ads made with AI. In the first experiment, telling viewers that AI was used increased how eerie the ad felt, which dulled its emotional intensity and made attitudes toward the ad less favourable.

Read the study abstract

Whereas perceived eeriness in an artificial intelligence (AI)-generated emotional video ad can negatively influence consumer attitudes, thematic alignment between the ad content and the use of AI can help mitigate these negative reactions. Across two experiments, we proposed and tested the AI fit attribution model in the context of AI-generated emotional advertising. Study 1 demonstrated that disclosing AI use increases perceived eeriness, which reduces emotional intensity and weakens viewers’ attitudes toward t…

Overcoming the Uncanny Valley Effect in AI-Generated Emotional Ads: Matching AI to Ad Themes
"CM Deep Ellum 12122018-28 (1)" by Thecommondesk, CC BY-SA 4.0.

60Gain side

How the two sides scoreClose call

57Problem side

The gain

In a second experiment, viewers who saw AI use match an emotional ad's theme were more likely to attribute the eeriness to creative intent rather than cost-cutting, which reduced its negative effect on attitudes.

The problem

In the first of two experiments on AI-generated emotional video ads, disclosing AI use raised perceived eeriness, which lowered the ads' emotional intensity and weakened viewers' attitudes toward them.

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

The second experiment tested whether context changes that reaction. When the use of AI fit the ad's theme, viewers were more likely to read the eeriness as a creative choice than as a way of cutting costs, and the negative effect shrank.

The authors propose an AI fit attribution model and say the results extend attribution theory and the match-up hypothesis to AI-generated advertising. They suggest that presenting AI as a creative tool, especially when it suits the theme, can raise consumer acceptance.

Main points

  1. The research consists of two experiments on AI-generated emotional video advertising.
  2. Study 1 found that disclosing AI use increased perceived eeriness of the ad.
  3. Higher eeriness reduced the ad's emotional intensity and weakened viewers' attitudes toward it.
  4. Study 2 found that when AI use matched the ad's theme, viewers more often attributed eeriness to creative intent rather than cost-cutting.
  5. The authors call the framework the AI fit attribution model and tie it to attribution theory and the match-up hypothesis.
  6. The authors recommend framing AI as a creative tool, particularly when it aligns with the ad's theme.

The full story

The study addresses the uncanny valley problem in advertising: AI-generated people or scenes that look almost, but not quite, natural can feel eerie to viewers. The researchers focused on emotional video ads, where viewers' emotional response matters most.

The first experiment established the harm. Disclosure of AI use raised eeriness, and that chain ran through to lower emotional intensity and weaker attitudes toward the ad.

The second experiment tested a remedy based on thematic fit. If AI use made sense for the ad's theme, consumers attributed the eeriness to creative intent instead of cost-cutting motives, softening the damage. The authors present this as guidance for deploying such ads ethically and effectively.

Sources

1 on file
  1. Journal of Interactive Advertisingdoi:10.1080/15252019.2026.2701061
    Peer-reviewed2026-07-29

Talk it over

Four questions to start onThis record found a gain and a problem in the same place. Which matters more to you, and who might answer differently?

Start with a question

Viewers found AI-made emotional ads eerier once told AI was used; a theme match eased ithttps://truvace.com/item/overcoming-the-uncanny-valley-effect-in-ai-generated-emotional-ads-matching-ai-t

  1. 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 second experiment, viewers who saw AI use match an emotional ad's theme were more likely to attribute the eeriness to creative intent rather than cost-cutting, which reduced its negative effect on attitudes.

    The problem In the first of two experiments on AI-generated emotional video ads, disclosing AI use raised perceived eeriness, which lowered the ads' emotional intensity and weakened viewers' attitudes toward them.

    Answer in the thread

  2. How 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 Interactive Advertising.

    Answer in the thread

  3. What does it leave open? What else would you want to know before acting on it?

    Answer in the thread

  4. Have 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.

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