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

Abstract

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 disclosure, perceived authenticity, consumer trust, and purchase intention through a descriptive and conceptual review of secondary data. The study analyses published research to understand how Human–AI co-creation differs from human-generated and AI-generated content and how AI disclosure influences consumer perceptions. The literature indicates that Human–AI co-created content may combine the creativity and novelty of AI with the authenticity and credibility associated with human involvement. AI disclosure produces mixed effects, potentially increasing transparency while also triggering scepticism. Perceived authenticity and consumer trust emerge as important influences on purchase intention, while AI familiarity, AI literacy, and persuasion knowledge may shape consumer responses. The study concludes that Human–AI co-creation offers significant potential, but further primary research is required to validate these findings empirically.