Investigating Consumer Trust Toward AI-Generated Marketing Content and Its Impact on Consumer Behavior: A Systematic Literature Review

Abstract

Abstract—The growing usage of AI-generated content in marketing highlights the need of understanding consumer trust and its impact on purchase intention and decision. This study examines how consumers develop trust in AI-generated marketing content and how it influences their behavior. A Systematic Literature Review (SLR) method was employed using the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) as the framework to review past research related to AI-generated marketing content, consumer trust, and purchasing behavior. The Scopus database was used to gather 1,510 articles, and 32 relevant studies were selected to be evaluated. The results show that consumer trust is shaped by several major factors, including transparency, source credibility, generative quality, anthropomorphism, risk and privacy, perceived authenticity, and perceived usefulness. The study also found that consumer trust has an important role in enhancing purchase intention and supporting purchasing decisions by reducing uncertainty and strengthening perceptions of reliability and usefulness. Overall, the findings highlight the importance of transparent, ethical, and consumer-oriented AI marketing strategies in building sustainable consumer trust and encouraging positive purchasing behavior.