As artificial intelligence becomes a powerful marketing buzzword, new research from College of Information and Communications faculty member Viviana Zambrano explores an important question: Does mentioning “AI” in advertising  boost buying interest — or trigger skepticism?

Published in the Journal of Marketing Communications, the study, “Exploring the Influence of ‘Artificial Intelligence’ Mentions in Advertising and Persuasion Knowledge on Brand Skepticism, Perceived Manipulativeness, and Purchase Intention,” investigates how consumers respond when brands explicitly reference artificial intelligence in their messaging.

Using two experimental studies with more than 600 participants, the researchers found nuanced results. In one experiment using a fictitious brand, ads that mentioned AI were perceived as more manipulative and led to lower purchase intention. However, in a second experiment with a real brand, AI mentions increased purchase intention. The findings suggest brand familiarity plays a critical role — established brands may benefit more from highlighting AI capabilities than lesser-known brands.

The research also revealed that consumers’ AI literacy positively influenced purchase intention, while both perceptions of manipulative intent and brand skepticism directly reduced purchase intent.

“Simply adding ‘AI’ to an advertisement isn’t a guaranteed advantage,” Zambrano said. “How audiences interpret that claim depends on their knowledge, their trust in the brand and whether they perceive the message as transparent or manipulative.”

For alumni and industry partners navigating rapidly evolving marketing landscapes, the study provides timely, evidence-based insight into how emerging technologies intersect with consumer knowledge about AI. Zambrano’s work reflects CIC’s commitment to research that informs practice while advancing scholarship in advertising and persuasion.