« IA ou pas IA, telle est la perception »: étude de la perception face aux publicités générées ou non avec l'IA

Madiha Bendjaballah () and Mathieu Kacha ()
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Madiha Bendjaballah: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: This research explores how advertising content created with the help of artificial intelligence (AI) is perceived. Using a mixed-methods approach that combines the extraction and analysis of secondary data (publications from the #StarterpackNoAI movement on LinkedIn) with two focus groups conducted with consumers, the study highlights a nuanced perception of AI use in visual content creation. The results show that consumers tend to associate AI with content that is perceived as too perfect, emotionally neutral, repetitive, or artificial. Conversely, content attributed to human creators is recognized for its imperfection, originality, and personality. However, these effects vary depending on the type of product: items featuring human representation (e.g., clothing worn by a model) are judged more negatively than products without direct embodiment (e.g., beverages). Finally, the use of AI raises ethical and transparency concerns, particularly when its involvement is not disclosed — a lack of clarity that often triggers distrust and rejection.

Keywords: disclosure; création de contenu Intelligence Artificielle publicités perception divulgation content creation artificial intelligence advertising consumer perception disclosure; création de contenu; consumer perception; advertising; artificial intelligence; divulgation content creation; perception; publicités; Intelligence Artificielle (search for similar items in EconPapers)
Date: 2025-09-04
Note: View the original document on HAL open archive server: https://hal.science/hal-05306601v1
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Published in Colloque du marketing digital, Sep 2025, Paris, France

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