Revolutionizing Product Descriptions: The Impact Of AI Generated Product Descriptions On Product Quality Perception And Purchase Intention

Artificial intelligence and AI tools have swiftly evolved into crucial components of applied marketing communication worldwide in the past year. This work-in-progress project we examine the impact of using AI on consumer perceptions in e-commerce, specifically in the comparison AI- generated vs. human-written product descriptions and their influence on purchase decisions. By utilizing a between-subjects design, Study 1 assesses first insights into consumer perceptions of perceived information quality, persuasiveness and purchase intention. Initial results indicate that the type of product information (AI vs. human-generated) significantly affects how consumers evaluate the information’s quality, as well as confirming that the source of product information influences consumer purchase behaviour. As the data collection for Study 2 progresses, the findings aim to fill information gaps and clarify the interplay of AI's role in consumer decision-making. This will provide insights for the practical implementation of AI-tools in marketing communications.