Human or Machine? Exploring Gen Z’s Perceptions of Authenticity in AI-Driven Marketing

Objective: This study explores how Generation Z consumers perceive AI-generated versus human-created brand content, focusing on perceived authenticity, emotional engagement, and ethical transparency. As brands increasingly integrate AI into their storytelling, understanding these perceptions is crucial for maintaining trust and connection.

Method: An exploratory qualitative approach was adopted. 17 Generation Z participants aged 18–25; both genders from Algeria took part in semi-structured interviews. During each session 30–45 minutes, participants viewed brand images and short video clips produced either by AI or by human creators. Data were analysed using reflexive thematic analysis with the assistance of NVivo software.

Results: Five core themes emerged: (1) Perceived authenticity as a determinant of emotional resonance, (2) Credibility and trust shaped by transparency and perceived effort, (3) Emotional impact and engagement driven by narrative warmth, (4) Narrative attachment to human storytelling, and (5) Ethical reflection emphasizing the moral responsibility of disclosure.

Implications: The findings highlight authenticity and honesty as essential pillars for effective AI-driven branding, suggesting that brands should disclose AI involvement to preserve credibility and emotional resonance.