An Analytical Study on the Impact of AI-Generated Content on Brand Authenticity and Consumer Trust

Mr.B.THIRUMOORTHI

Assistant Professor (SG), Department of Management Studies, Nehru institute of Technology, Coimbatore, Tamil Nadu.

Mr. GOPALAKRISHNAN.K

Student of II MBA, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu.

ABSTRACT:The increasing adoption of Artificial Intelligence (AI) in marketing has transformed the way brands communicate with consumers. AI-generated content, including text, images, and multimedia, allows organizations to create content quickly and efficiently. While this advancement improves productivity and personalization, it also raises concerns about brand authenticity and consumer trust. This study examines the impact of AI-generated content on how consumers perceive brand authenticity and the level of trust they place in brands.The research is based on primary data collected from 320 respondents through a structured questionnaire. A quantitative approach was used, and responses were measured using a Likert scale. Statistical tools such as descriptive analysis, correlation, and regression were applied to analyze the data and test the hypotheses.The results show that AI-generated content has a significant influence on both brand authenticity and consumer trust. Personalized and data-driven content enhances customer engagement, but excessive use of AI may reduce the perceived genuineness of communication. Consumers are more likely to trust brands that appear transparent, consistent, and emotionally relatable. The findings also indicate that consumer perception varies depending on their awareness and familiarity with AI technologies