Current Issue Summary
June 2025 (Vol. 65, Issue 2)
The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising
Explore the concept of AI salience in advertising, with this new research, which examines how the noticeable use of AI in ad creation affects consumer reactions. Across four studies, the researchers find that while AI-salient ads generate higher engagement (such as more comments), they also evoke more negative emotions, such as fear and anxiety, which negatively impact ad attitudes. The study demonstrates that consumers’ awareness of AI’s role in creating ads which trigger emotional responses that lead to resistance and negative perceptions. The findings suggest that while AI salience can boost engagement, it also presents a risk of harming brand attitudes if not managed carefully.