IMPACT OF GENERATIVE AI ON BRAND AUTHENTICITY AND CUSTOMER TRUST IN MARKETING CONTENT CREATION

Background: Generative artificial intelligence (GenAI) is transforming marketing content creation, but its effect on brand authenticity and customer trust remains unresolved.
Methods: This paper synthesizes peer-reviewed studies, institutional reports, and consumer surveys published between 2024 and 2026, and proposes a conceptual model in which GenAI use affects customer trust through perceived brand authenticity, moderated by disclosure strategy and human oversight.
Results: The evidence shows substantial consumer skepticism toward visible AI-generated content: half of U.S. consumers prefer brands that avoid GenAI in consumer-facing content, and only a small share report that such content increases trust. Transparent disclosure combined with visible human oversight, however, appears to reduce reputational risk and preserve brand legitimacy.
Conclusion: GenAI should be governed as a strategic issue rather than managed purely as a production tool; brands that pair algorithmic efficiency with active human stewardship are better positioned to sustain consumer trust. The framework proposed here is intended for further empirical testing.

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