Künstlich, aber wirkungsvoll? Eine empirische Analyse zur Kennzeichnungspflicht von KI-generierten Bildern und ihren Konsequenzen auf die Werbewirkung

Florian Perst, Noel Schmitt and Constantin Schubart

IU Discussion Papers - Business & Management from IU International University of Applied Sciences

Abstract: This study examined the effects of the labelling requirement for AI-generated image content, introduced by Regulation (EU) 2024/1689, on advertising effectiveness in commercial tourism marketing. The aim was to investigate whether the legally mandated transparency disclosure in an advertisement negatively influences key advertising effectiveness dimensions. The variables examined included recall, perceived credibility, attitude toward the ad, trust, and purchase intention. Using a quantitative online survey with an experimental A/B design (N = 144), consumer responses to an advertisement featuring a real photograph were compared with those to a visually equivalent advertisement labelled as AI-generated. The results revealed no significant differences between the groups, indicating that the transparency disclosure did not reduce advertising effectiveness for the visually high-quality stimulus used here. Companies may therefore be able to leverage the efficiency potential of generative AI without necessarily suffering losses in advertising effectiveness. However, the absence of significant differences does not constitute evidence of equivalence, and the transferability of these findings to other industries, motifs, and target groups requires further empirical investigation.

Keywords: artificial intelligence; AI labelling; advertising effectiveness; transparency requirement; deepfake; AI regulation; Regulation (EU) 2024/1689 (search for similar items in EconPapers)
JEL-codes: D91 K24 M31 M37 O33 (search for similar items in EconPapers)
Date: 2026
New Economics Papers: this item is included in nep-ger
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/343089/1/1981780769.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:iubhbm:343089

DOI: 10.56250/4145

Access Statistics for this paper

More papers in IU Discussion Papers - Business & Management from IU International University of Applied Sciences
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().