When AI Speaks for Brands Exploring How Gen-Z Negotiates Authenticity in AI-Generated Marketing Communication

Abstract

The use of generative Artificial Intelligence (AI) in marketing communications raises questions about authenticity, particularly for Generation Z, who have grown up and are deeply engaged with the digital world. Using an exploratory qualitative approach, this study analyzes how Generation Z understands and negotiates authenticity in AI-based marketing communications by interviewing 25 informants, whose data was then analyzed using reflexive thematic analysis. The research findings indicate that Generation Z is relatively open to the use of AI in marketing content, but this acceptance is conditional and not absolute. The authenticity of a message is judged not by who created it, but by the presence or absence of a human touch, the brand’s transparency regarding its use of AI, and the message’s alignment with the brand’s identity.  Consumer trust and emotional connection are also fostered when AI is used appropriately without undermining a brand’s unique personality. This suggests that the authenticity of AI-based marketing communication is shaped through an active, context-sensitive interpretation process not an inherent characteristic of the technology itself.