To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude

Purpose This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and attitude when the source text is disclosed as either artificial intelligence (AI)-generated or human-written. Design/methodology/approach A 3 × experimental design using Adidas marketing texts “AI” “human”, not was applied data gathered online from 624 English-speaking students. Findings Text AI-generated perceived less authentic than that No negative effect on voice results if an AI-source disclosed. Practical implications offer managers potential for cost time savings but emphasise strong AI technology attitude. Originality/value Results show brands can afford be transparent in disclosing use support communicated product description specification chatbot text.