Balancing AI and Human Elements in Advertising to Preserve Trust
A study shows using AI for backgrounds in ads while retaining real people can preserve consumer trust.
Key Points
- • AI can create backgrounds, but service provider images should stay real for trust.
- • Study highlights balancing AI efficiency with human elements in ads.
- • Consumers should be aware of AI's role in advertising to navigate marketing effectively.
- • Research offers actionable strategies for small businesses without sacrificing credibility.
A recent study from Virginia Commonwealth University suggests that businesses can effectively leverage artificial intelligence (AI) in advertising while maintaining consumer trust by strategically utilizing AI-generated visuals. The research indicates that while AI can be employed to create backgrounds and settings, it is crucial to include real images of service providers to preserve trustworthiness.
César Zamudio, co-author of the study, emphasizes this balance, stating, "When tangible elements — like a doctor’s office environment — are AI-generated, but the service provider’s image is a real picture, trust and ad effectiveness are restored." This approach enables small businesses to cut advertising costs without compromising credibility while addressing the increasing regulatory pressures regarding AI disclosures in advertisements.
The findings, published in the Journal of Retailing and Consumer Services, highlight that using AI effectively requires a careful design to uphold consumer confidence. In the competitive landscape of advertising, this research provides actionable strategies particularly beneficial for service industries where trust is a critical component of marketing intangible offerings. Zamudio concludes that brands can harness AI’s efficiencies by ensuring the presence of real people in their service ads, thereby maintaining the trust essential for effective advertising.