More Than Saying “It's AI”: How Role Disclosure Transparency in AI-Generated Ads Influences Persuasion

This research examines how AI role disclosure transparency—the consumers' subjective perception of how clearly and informatively an advertisement communicates the role that AI played in the ad creation process—influences consumer evaluation of AI-generated ads via ad creation process credibility. A high level of perceived transparency enhances ad creation process credibility, which, in turn, leads to a more favorable attitude toward the ad (Study 1 and 2). In addition, the effectiveness of AI role disclosure transparency is also amplified under two conditions: when the disclosure motive is framed as reactive rather than proactive (Study 3) and the presence of a regulatory compliance signal (Study 4). This research advances current understanding of strategic disclosure in AI-assisted advertising and provides actionable insights for optimizing consumer response to AI-generated content. From a managerial perspective, it offers a decision-making framework grounded in empirical findings to guide marketers on how best to communicate AI involvement in ad creation.