Labelling Generative AI: Investigating Consumer Preferences For AI-Generated vs. Human-Written Product Descriptions And Their Impact On Purchase Intention

As generative artificial intelligence becomes more integral in digital marketing strategies, including tasks such as crafting product descriptions, AI is playing an increasingly important role in interacting with consumers. This research addresses a gap in understanding the consumer's perspective, particularly their preferences for human-written versus AI-generated product descriptions and their influence on the purchase decision process. On the one hand, product descriptions are becoming relevant due to the projected increase in online sales. On the other hand, trustworthy use of AI in marketing communications is becoming increasingly important due to the EU AI Act's emphasis on transparent labelling of AI-generated content. Using a between-subjects design, the initial study provides insights into attitudes towards the perceived quality and persuasiveness of information, as well as purchase intention. The preliminary results indicate that the source of the text (AI-generated vs. human-written) significantly affect the quality of information and purchase intention. The study aims to provide deeper insights into the role of AI in the consumer decisionmaking process. Data collection for a second study is ongoing, focusing on various product types.