The influence of Ads with AI-Generated Voice-Overs on Viewer Willingness to Buy

• In Event: INFORMATION TECHNOLOGY/INFORMATION SYSTEMS: Consumer Behavior and Information Technology

Abstract

Generative AI has been gaining momentum and rapidly transforming several business-related activities. This study examines whether for ads containing AI-generated voice overs, differences in the type of product (experience vs search) being advertised, and the kind of disclosure (human vs AI) given to the viewer, affects the perceived quality of the ad, the user’s trust towards the ad, and willingness to purchase the good. This study aims to shed light on the boundary conditions under which AI-generated narration on ads impacts consumer attitudes and behaviors.

Authors

• Alsius David, SUNY Oneonta

• Oteng Ntsweng, National University of Singapore

• MD RASEL AL Mamun, Old Dominion University