Labeling ads as AI-made raised trust in them, a survey experiment of 300 consumers finds

The authors report that disclosure improved consumers' trust and their view of the ad's credibility, especially for AI-generated advertisements. They also measured purchase intention and used regression and moderation analysis to test how disclosure shaped these relationships.

The work frames disclosure as a practical step for marketers, online platforms and policymakers who want responsible AI advertising. The authors say consumers often react negatively when they do not know AI helped create an ad, which is the problem the label is meant to address.

The experiment used a vignette approach: participants saw a scenario involving an AI-generated advertisement, and half saw it with a disclosure label while the rest saw it without. Random assignment lets the authors compare the two groups directly.

The outcomes were consumer trust, advertisement credibility and purchase intention. The authors used regression and moderation analysis to test relationships among these variables and to examine whether disclosure changed how consumers responded to AI-generated ads.

The authors conclude that labeling helps and recommend that marketers, platforms and policymakers adopt disclosure as part of responsible AI advertising. They describe AI ads as spanning content generation and targeting on social media, search engines and other digital channels.