Aalok Shrivastava

Human–AI Co-Creation in Digital Marketing: Examining the Effects of AI Disclosure, Perceived Authenticity, and Consumer Trust on Purchase Intention

ABSTRACT The rapid integration of generative artificial intelligence (AI) into digital marketing has created new opportunities for content creation while raising concerns about authenticity and consumer trust. This study examines Human–AI co-created marketing content, AI disclosu...

Human–AI Co-Creation in Digital Marketing: Examining the Effects of AI Disclosure, Perceived Authenticity, and Consumer Trust on Purchase Intention

ABSTRACT The rapid integration of generative artificial intelligence (AI) into digital marketing has created new opportunities for content creation while raising concerns about authenticity and consumer trust. This study examines Human–AI co-created marketing content, AI disclosu...