From Trust to Skepticism: Consumers’

Views of AI-Generated Marketing in

Fashion

BACHELOR’S DEGREE PROJECT

THESIS WITHIN: Business Administration
NUMBER OF CREDITS: 15 credits
PROGRAMME OF STUDY: International Management & Marketing Management
AUTHORS: Georgia Sidiropoulou, Molly Vestlin, Madeleine Heath
JÖNKÖPING 25th of May, 2025
Bachelor's Degree Project in Business Administration

Title: From Trust to Skepticism: Consumers’ Views of AI-Generated Marketing

in Fashion
Authors: Georgia Sidiropoulou, Molly Vestlin, Madeleine Heath
Tutor: Guénola Nonet
Date: 2025-05-25
Key terms: “Generative AI”, “Fashion Marketing”, “Consumer Perception”,
“Consumer Engagement”, “Purchasing Behaviour”

Abstract
In recent years, generative artificial intelligence (AI) has emerged as a powerful tool in
marketing, offering fashion brands new opportunities for personalised and cost-efficient
communication. As brands increasingly rely on AI to create entire advertising campaigns,
questions arise regarding authenticity, transparency, and consumer trust. This thesis explores
how AI-generated marketing in the fashion industry influences consumer perception,
engagement, and purchasing behaviour, particularly before and after the disclosure of AI
involvement.

Through a mixed-method approach, primary data was collected via a survey targeting
consumers familiar with the fashion brands Mango and Puma. Participants were exposed to
both traditional and AI-generated campaigns, followed by questions analysing their responses
after learning about the use of AI. The results indicate a clear shift in perception once AI
involvement is disclosed. While some respondents appreciated the innovation and visual
appeal of AI-generated content, many expressed concerns about a loss of authenticity,
emotional connection, and ethical transparency.
The findings reveal that consumers are not inherently opposed to AI in marketing, but their
trust and engagement depend significantly on how the technology is introduced and
communicated. Brands that are transparent and use AI as a creative tool rather than a full
replacement are more likely to maintain consumer trust. The study concludes that generative
AI holds great potential in fashion marketing, but its success hinges on thoughtful integration
that aligns with consumer expectations and values.
Acknowledgments
We would like to express our gratitude to the people that have been involved and supported us
through the process of writing this thesis. We want to thank every participant that provided us
with insightful findings as well as the people that helped to spread our survey to gain more
respondents.

Additionally, the quality of this thesis would not have been as developed without group 82
that has provided great contributions and feedback throughout the semester to strengthen our
research. We would also like to thank our supervisor Guénola Nonet for providing us with
feedback that has helped us develop and accomplish this thesis.

Furthermore, we would like to thank our family and peers for their support and feedback
during the thesis process from an outsider's perspective. Lastly, we would like to thank each
other for supporting one another and always contributing to make the thesis as great as it can
be. The process of writing a thesis has been demanding but we are grateful for the creation of
a thesis we are all proud of.

Jönköping International Business School, Jönköping University May 2025

Molly Vestlin

Madeleine Heath

Georgia Sidiropoulou
Table of contents

1. Introduction...........................................................................................................................8
1.1 Background..................................................................................................................... 9
1.2 Problem formulation..................................................................................................... 10
1.3 Purpose..........................................................................................................................12
1.3.1 Research Question...............................................................................................12
1.4 Glossary........................................................................................................................ 13
2. Literature review.................................................................................................................14
2.1 Method of Literature Search......................................................................................... 14
2.2 Artificial Intelligence.................................................................................................... 15
2.2.1 Generative AI.......................................................................................................15
2.2.2 Generative AI in Marketing................................................................................. 16
2.3 Consumer Engagement.................................................................................................... 17
2.3.1 Consumer Engagement in the Fashion Industry.................................................. 17
2.3.2 Consumer Trust and Loyalty................................................................................18
2.3.3 Commitment-Trust Theory of Relationship Marketing....................................... 18
2.3.4 Perceived Authenticity.........................................................................................19
2.4 Purchasing Behaviour................................................................................................... 20
2.4.1 Consumer Purchasing Behaviour.........................................................................20
2.4.2 The Role of AI in Influencing Purchasing Behaviour......................................... 21
2.4.3 Ethical Considerations and Perceived Risk......................................................... 21
2.5 Consumer Perception.................................................................................................... 22
2.5.1 Consumer Perception Definition..........................................................................22
2.5.2 Perception Theory................................................................................................ 23
2.6 Marketing in the Fashion Industry................................................................................ 23
2.7 Mango........................................................................................................................... 24
2.7.1 About Mango....................................................................................................... 24
2.7.2 Mango Innovation................................................................................................ 24
2.7.3 AI-generated Marketing Campaign from Mango................................................ 25
2.8 Puma............................................................................................................................. 25
2.8.1 About Puma......................................................................................................... 25
2.8.2 Puma Marketing Strategy.....................................................................................26
2.8.3 AI-generated Marketing Campaign from Puma...................................................26
3. Methodology & Method..................................................................................................... 27
3.1 Research Purpose.......................................................................................................... 27
3.2 Research Philosophy..................................................................................................... 28
3.3 Research Approach....................................................................................................... 28
 3.4 Choice of Method..........................................................................................................29
3.5 Data Collection............................................................................................................. 30
3.5.1 Secondary Data.................................................................................................... 30
3.5.2 Primary Data........................................................................................................ 31
3.5.3 Survey Design and Structure................................................................................31
3.5.4 Sample Selection..................................................................................................33
3.6 Data Analysis.......................................................................................................... 34
3.7 Data Quality.................................................................................................................. 35
3.7.1 Credibility........................................................................................................... 35
3.7.2 Transferability...................................................................................................... 36
3.7.3 Dependability....................................................................................................... 37
3.7.3 Confirmability.....................................................................................................37
3.8 Ethical Considerations................................................................................................. 38
3.9 Limitations.................................................................................................................... 39
4. Empirical Findings..............................................................................................................40
4.1 Demographic Overview................................................................................................ 40
4.1.1 Age Distribution...................................................................................................40
4.1.2 Gender Identity.................................................................................................... 41
4.1.3 Brand Familiarity and Purchase behaviour..........................................................41
4.2 Initial Brand Perceptions...............................................................................................42
4.2.1 Customer Activity................................................................................................ 42
4.2.2 Brand Associations.............................................................................................. 43
4.2.3 Descriptive Brand Attributes............................................................................... 44
4.3 Campaign Comparison..................................................................................................46
4.3.1 Mango Campaign Preferences............................................................................. 46
4.3.2 Puma Campaign Preferences............................................................................... 47
4.3.3 Brand Ambassador Familiarity............................................................................ 48
4.3.4 Conclusion of Preferences................................................................................... 48
4.4 Change in Perception After AI Reveal......................................................................... 49
4.4.1 Perceived Brand Association After AI Reveal for Mango.................................. 49
4.4.2 Perceived Brand Association After AI Reveal for Puma.....................................50
4.4.3 Deceptive Brand Attitudes After AI Reveal for Mango...................................... 51
4.4.4 Deceptive Brand Attitudes After AI Reveal for Puma........................................ 52
4.4.5 Trust in the Brands Post-AI Campaign................................................................ 53
4.5 Reflections on AI in Fashion Marketing.......................................................................54
4.5.1 Concerns About Authenticity and Transparency................................................. 54
4.5.2 Impact on Creativity and Employment................................................................ 54
4.5.3 Unrealistic standards............................................................................................ 55
4.5.4 The use of AI as a Tool, Not Replacement.......................................................... 55
5. Thematic Analysis............................................................................................................... 56
5.1 Profit-focused and Perceived Greed............................................................................. 56
 5.2 Lack of Transparency....................................................................................................57
5.3 Loss of Authenticity - Dehumanization........................................................................ 57
5.4 Controlled Use of AI.....................................................................................................58
6. Theoretical discussion.........................................................................................................59
6.1. Consumer Perception and the Interpretation of AI-generated Marketing....................59
6.1.1. Theoretical Foundation: Consumer Perception and Perception Theory............. 59
6.1.2. AI-generated Campaigns and Perceived Profit-Driven Motives........................ 60
6.1.3. Consumer Alienation.......................................................................................... 61
6.1.4. Brand and Consumer: an Emotional Disconnect................................................ 62
6.2. Interpreting Trust and Transparency Through Theory.................................................63
6.2.1 Theoretical Foundation: Commitment-Trust Theory and Brand Relationships.. 63
6.2.2 Transparency and Effect on Trust........................................................................ 64
6.2.3 Authenticity and Consumer Engagement............................................................ 65
6.2.4 Perceived Profit-Driven Motives and Decrease in Brand Loyalty...................... 65
6.3. Consumer Decision-Making and Brand Choice.......................................................... 66
6.4. Implications for Fashion Marketing.............................................................................67
6.4.1. A Shifting Industry Landscape........................................................................... 67
6.4.2. Dehumanization and the Authenticity Gap.........................................................67
6.4.3. The Demand for Relatability and Diversity in Fashion...................................... 68
6.4.4. Using AI According to Customer Expectations — Not Against Them..............70
6.4.5. Strategies for fashion brands to use for a transparent and technological future. 71
7. Conclusion........................................................................................................................... 72
8. Future Research.................................................................................................................. 74
Reference list........................................................................................................................... 76
Appendix 1 - Consent from participants..............................................................................84
Appendix 2 – AI Declaration Form....................................................................................... 85
Appendix 3 – Responses of Open-Ended Questions from Survey...................................... 86
Appendix 4 - Campaigns used in Survey.............................................................................. 88
 1.​ Introduction

This section aims to provide background information on the research issue; starting with an
overview of the topic, followed by the problem formulation, purpose, and definitions.

​
In today’s digital world, where technology plays an increasingly important role in consumer
experiences, artificial intelligence (AI) has become a key factor in the fashion industry. One
groundbreaking development in artificial intelligence is generative AI, which is changing how
fashion brands communicate with their customers. It requires the creation of tailored content
and even advanced algorithms that use personal analysis and creativity. Generative AI can
predict customer preferences and behaviours, giving rise to more personalised shopping
experiences. Technology has advanced to the point where companies in the fashion industry
can create advertising campaigns entirely using AI-generated material, from images and
videos to text and audio. While this offers new opportunities for brands to streamline
marketing and reduce production costs, it creates the question around authenticity, consumer
engagement and a long-term impact on brand perception.

This study examines how AI-generated advertising campaigns influence consumer perception,
consumer engagement, and purchase decisions in the fashion industry. By analysing consumer
perceptions of these campaigns, we aim to identify key factors determining their effectiveness
and credibility.
 1.1 Background

Artificial intelligence has become an integral part of digital marketing across various
industries, including fashion, where it increasingly shapes how brands engage with
consumers. Initially, AI was primarily used for data analysis and customer segmentation
(Kumar et al., 2024). With advances in generative AI, the technology has evolved and can
now create content and interact with consumers. While AI was previously used primarily to
analyse customer data and automate customer service functions, generative AI can now
replace traditional creative processes by generating unique visual content independently or
with predetermined instructions. The fashion industry, known for being characterised by
fast-paced trends and shifting consumer preferences, has embraced generative AI to increase
the effectiveness and relevance of its marketing (Kostrz, 2024).

Generative AI is now used to create and produce entire advertising campaigns where images
and videos are entirely AI-generated. Fashion brands like Mango and Puma have already
experimented with this technology to create visually appealing campaigns without human
models or physical products. Mango used AI to generate an entire campaign with digitally
created models and environments, while Puma leveraged the technology to create marketing
materials where AI created a virtual ambassador (Think Marketing, 2024; Fanzeres & Tse,
2024). These initiatives show how AI can revolutionize fashion marketing by reducing
production costs and short lead times while raising questions about AI-generated content's
credibility and ethical issues.

Despite technological advances, there is still uncertainty about how consumers perceive and
are affected by advertising campaigns entirely based on AI-generated content. Questions
around credibility, and ethics arise, especially when entire models, environments, and
products are created digitally without human intervention. (Kostrz, 2024) In industries such as
fashion, where brand identity and storytelling are key, there can be concerns that AI-generated
campaigns are seen as impersonal or lack the emotional connection that traditional advertising
provides. (Coelho et al., 2018).
There are ongoing questions about how transparent companies need to be when it comes to
AI-generated content, and whether consumers’ awareness of AI usage affects their perception
of the brand. At the same time, this also presents new opportunities, brands like Mango and
Puma have already begun using AI to create marketing materials without relying on
traditional photography(Fanzeres & Tse, 2024; Think Marketing, 2024). This study aims to
explore how the use of generative AI in fashion marketing affects consumer perception,
engagement and purchasing behaviour. For these campaigns to be effective, a deeper
understanding of how they impact consumer engagement, purchase intention, and brand
perception is required (Coelho et al., 2018).

There is currently a lack of comprehensive research on this subject, particularly given the
rapid pace of AI development and its growing adoption by companies. As more businesses
integrate AI tools into their marketing strategies, understanding their impact becomes crucial
for informed decision-making and competitive advantage. By understanding consumer
reactions, fashion companies can better adapt their approach to take advantage of AI's
potential while building long-term trust and brand loyalty. Our research, therefore, aims to
analyse the factors that determine the success of AI-generated advertising campaigns in the
fashion industry and how brands can use the technology to create visually attractive yet
credible and engaging marketing strategies.

1.2 Problem formulation

The rapid development of artificial intelligence (AI) is transforming the fashion industry,
particularly within marketing and consumer engagement. Generative AI is increasingly used
to generate entire advertising campaigns, including text, images, and videos. Brands such as
Mango and Puma have already explored AI-generated marketing strategies, leveraging
technology to streamline content (Fanzeres & Tse, 2024; Think Marketing, 2024). While
these advancements offer new opportunities, they also raise critical questions about
credibility, consumer trust, and its effect on customer perceptions (Kumar et al., 2024).
In an industry where emotional connection and brand storytelling play a central role, the use
of AI-generated campaigns presents both opportunities and challenges. On one hand, AI can
enhance efficiency, scalability, and personalisation by tailoring content to individual
consumers (Kumar et al., 2024). On the other hand, there is a risk that AI-generated
advertisements may be perceived as impersonal, inauthentic, or even misleading. If
consumers question the credibility of AI-generated marketing, it could negatively impact
consumer perception and purchase decisions (Kostrz, 2024). The lack of transparency
regarding AI use in advertising raises concerns about consumer trust and brand authenticity,
as consumers may react differently depending on their awareness of AI involvement in
marketing (Coelho et al., 2018).

Despite the increasing adoption of generative AI in fashion marketing, there is limited

research on how these campaigns influence consumer attitudes and decision-making. Key
questions remain unanswered: How do consumers perceive AI-generated advertising
compared to traditional content? Does awareness of AI involvement affect consumer trust,
engagement or purchasing behaviour? To what extent does AI-generated content impact
consumers’ perception of the brand, and how transparent should companies be about its use?
There is little guidance on best practices for integrating generative AI into fashion marketing
without compromising authenticity or consumer confidence.

This study aims to address these gaps by analysing the impact of AI-generated advertising
campaigns on consumer engagement, purchasing behaviour, and consumer perception. By
examining existing AI-driven campaigns and gathering consumer insights, the study will
provide a deeper understanding of the factors that determine the effectiveness of AI-generated
marketing. The findings will help fashion brands navigate the challenges and opportunities
associated with generative AI, ensuring that technological advancements are leveraged in a
way that strengthens rather than weakens consumer relations and brand equity.
 1.3 Purpose
This study explores how AI-generated advertising campaigns influence the fashion industry's
consumer perception, and how this might impact consumer engagement and purchasing
behaviour. A key focus is how brands can integrate generativ-AI while maintaining
authenticity to develop compelling and credible marketing strategies. By analysing consumer
attitudes towards AI-generated content and identifying factors that drive positive or negative
responses, the study seeks to provide valuable insights into how companies can maximise the
benefits of AI without compromising customer relationships. It will also discuss difficulties
with creative control, ethics, and transparency, emphasizing how businesses may use
technology innovation to their advantage while maintaining customer relations in their
dealings with customers. Understanding these dynamics is essential for AI to become a
long-term asset in marketing strategies rather than a potential risk.

1.3.1 Research Question

To fulfill the purpose of this thesis, the following research question is formulated:​

-​ How does AI-generated advertising influence consumer perception, and what

impact might this have on engagement and purchasing behaviour?
 1.4 Glossary

Artificial Intelligence (AI) Mechanical systems that simulate that of human intelligence.

Generative AI Artificial Intelligence used to generate image, sound or video

content based on existing data found through Big Data.

Consumer Perception How consumers interpret and understand information and

messages about brands, companies and products.

Consumer Engagement The emotional, cognitive and behavioural investment individuals

make in their interactions with a brand or product.

Purchasing Behaviour The process of how individuals search for, elevate and select
products or services to satisfy personal needs and desires.
 2.​ Literature review

This section discusses the process of seeking and evaluating secondary research, theories and
literature used to create a solid factual foundation to build the thesis on. Concepts and
theories of great importance for the research are discussed in this literature review.

2.1 Method of Literature Search

The following literature review is constructed to systematically analyse existing research
related to the topic on use of generative AI in fashion marketing. Although a very current
topic in our current society, research on the concept of Artificial Intelligence (AI) can be
traced back to the 1950s (Chen, R. H., & Chen, C. C., 2022). Throughout the years, AI has
developed and evolved into rather complex systems, leading researchers to explore the
concept from different perspectives. Due to the broadness of the existing research on AI, a
structured literature review thoroughly explaining the relevant aspects of the topic is essential
to build a strong theoretical foundation for the research. The literature review aims to discuss
existing knowledge and research from different aspects related to the research question in
order to draw clear connections between them. A clear and transparent literature review
ensures that the sources used for this research are precise, accurate and trustworthy. (Snyder,
2019).

2.1.1 Databases
The academic literature used for this review has been found using trustworthy databases,
including the Primo service offered by the Jönköping University library, as well as articles
found through Google Scholar. Additionally, we have used news articles and blogs related to
the AI-generated campaigns to present current real-life online debates regarding our chosen
topic, as well as the websites for the chosen companies found in these real-life cases; Mango
and Puma.
2.1.2 Search Strategy
To discover useful sources related to our topic, specific keywords have been used in the
search. Keywords “Artificial Intelligence (AI)” and “Generative AI” have been used
frequently to find information about AI, also in combination with “Marketing”, “Consumer
Perception”, “Consumer Behaviour”, “Purchasing Behaviour”, “Consumer Engagement”
and/or “Fashion” or “Fashion Industry” to discover existing research connecting these
different concepts.

As the research question focuses primarily on current trends with AI and the fashion industry,
as well as its consumers, considering AI is a constantly developing technology, it is important
to find and use sources containing recent research and information that accurately represents
the current properties of AI. Therefore, to include only relevant information in the research,
the selected sources have been published within the past 15 years, yet the majority within the
past 5 years. However, theoretical models and literature for survey design used for this
research may extend these publishing dates, as these sources are relevant till this day.

2.2 Artificial Intelligence

2.2.1 Generative AI
Generative AI is a form of artificial intelligence that can generate new data based on learned
patterns from existing data. This form of AI serves a broad purpose in a digital society as it
can be used to drive innovation, solve real-world problems, improve search engine
optimisation (SEO) and create visual or auditory content. As a generative AI model itself has
the ability to create new data, the view on generative AI from a business and workplace
perspective allows for problem-solving capabilities to improve and simplify business
practices. (Feuerriegel, S. et al., 2024).
Generative AI can be understood on three levels: model-level, system-level, and
application-level. At the model-level, AI technologies learn patterns from existing data in
order to create new content. Well-known models like GPT-4 and DALL-E 2 form the
foundation of many generative AI tools. To make these complex models more accessible for
everyday use, the system-level connects the AI with user-friendly interfaces. For instance,
platforms like ChatGPT allow users to interact easily with the underlying GPT-4 model.
Finally, the application-level refers to how generative AI is used for broader purposes in
business and marketing, including AI-generated marketing materials. Understanding these
levels is important to grasp how AI is integrated into brand communication and why it may
affect consumer trust and perceptions. (Feuerriegel et al., 2024).

2.2.2 Generative AI in Marketing

Digital systems are used to operate activities within many industries, especially in
[Link], the digitalisation of content creation using AI is increasingly relevant.
Generative AI holds great potential for cost-efficient and effective marketing by allowing
companies to save money whilst mass-producing digital content in the form of text, image,
video and audio to be used as promotional material. (Schweidel et al., 2023). Marketers use
different forms of media to convey direct messages to consumers - a call-to-action - and using
generative AI models can further enhance its effectiveness.

Generative AI learns and builds upon existing data, meaning it can discover what impacts
consumers and how. Marketers can thereby describe what they want consumers to feel and do
in relation to the promotional material, prompting the generative AI to collect and analyse
past data that aligns with the marketer’s request, thus customising content to be as impactful
as possible. (Chen, R.H., & Chen, C., 2022). As AI-generated content can be produced faster
than through a design team, this allows for marketers to produce impactful promotional
content at a higher frequency. (Schweidel et al., 2023).
This technology is already used for the creation of promotional content by companies in
today’s society. Impactful generation of text, image, video and audio are used by companies
for promotional content for websites, social media and advertising. (Schweidel et al., 2023).
Although the use of generative AI is beneficial for companies in the modern age, there are
growing concerns around how consumers may respond to the use of AI for promotional
activities and how it may impact the relationship between companies and their customers.
Customers are known to prefer human interaction over that of AI chatbots or automated
services. This can therefore also translate into AI-generated content, where consumers may
feel that a human dimension is missing or that the consumer feels tricked as the content is not
produced by humans. Although the potential discomfort is often temporary and tied to rapid
technological changes in society, it is important for companies to be aware of the potential
consequences to customer relationships. (Luo et al., 2019).​

2.3 Consumer Engagement

2.3.1 Consumer Engagement in the Fashion Industry

Consumer engagement refers to the emotional, cognitive and behavioural investment

individuals make in their interactions with a brand or product. The relationship is based on
more than transactional bases and reflects the degree to which consumers are involved,
interested and emotionally connected to a brand (Brodie et al., 2011). Engagement can be
demonstrated through actions such as content interaction and participation in brand-related
activities (Hollebeek et al., 2014).

In the context of fashion marketing, consumer engagement is especially critical due to the
industry´s dependence on identity, expression and aesthetics. Fashion brands aim is to evoke
an emotional response and build lifestyle associations which makes engagement a key
element for long-term loyalty. Dolbec and Chebat (2013) suggests that fashion consumers are
more likely to engage with brands that offer personalised experiences, visual inspiration and
interactive content. Brands have applied this for their digital platforms to create new
touchpoints for consumer interaction.
The rise of generative AI in fashion marketing introduces a new way to enhance engagement.
AI-driven tools allow brands to deliver personalised content and create experiences that
resonate with the consumers preference (Gowri, 2024). However, successful engagement still
relies on authenticity and trust. Consumers are less likely to interact with AI-generated
content that feels generic or lacks emotional depth (Sands, 2024). Therefore, fashion brands
must balance transformative AI-generated content with creativity to maintain meaningful and
engaging connections.

2.3.2 Consumer Trust and Loyalty

Consumer trust and loyalty are central to the development of long-term consumer to brand
relationships and are particularly influential within the fashion industry where emotional
branding, identity expression and value alignment play significant roles (Singh et al., 2023).
According to Monfort et al. (2021), trust is one of the primary elements that build loyalty as
consumers often seek familiarity, consistency and emotional security when engaging with
brands.

A consumer's perception of a brand, shaped by values and visual identity, as well as actions,
can result in an emotional connection that sustains long-term loyalty. This is particularly
evident when consumers identify with the brand's values or personality traits. When
consumers perceive alignment between their own identity and the brand's identity they are
more likely to trust the brand and present both behavioural and attitudinal loyalty (Monfort et
al., 2021).

In fashion marketing, trust is often fostered through consistent brand behaviour, transparent
communication and ethical practices (Singh et al., 2023). In fashion where brands often seek
to become a part of the consumer's lifestyle or self-image, the emotional resonance of trust
and loyalty can significantly influence purchase decisions and satisfied behaviour. Therefore,
encouraging consumer trust is not only solely a tactical move but a strategic essential that
reinforces loyalty, strengthens brand equity and enhances engagement across the consumer
and brand relationship.

2.3.3 Commitment-Trust Theory of Relationship Marketing

The Commitment-Trust Theory of Relationship Marketing (Morgan & Hunt, 1994) provides a
useful theoretical framework for understanding the dynamic and importance of trust and
loyalty in consumer engagement. The theory proposes that trust and commitment are essential
for successful relationship marketing. The theory continues by arguing that relationships
characterised by high trust are more likely to lead to consumer retention and brand loyalty and
views marketing through a relational view that emphasises the emotional and psychological
bonds that develop between consumers and brands.

Trust is fostered through perceived brand authenticity, transparency and consistent quality,
while commitment is strengthened when consumers feel aligned with the brand's values and
image. Together these elements contribute to deeper engagement, customer loyalty and align
behaviours (Morgan & Hunt, 1994).

2.3.4 Perceived Authenticity

According to Lee & Kim (2024), consumers tend to evaluate fashion designs higher when
they are created by human designers rather than artificial intelligence. This preference is
largely driven by perceptions of authenticity. Still, perceived authenticity can be improved
when consumers are involved in the creative process. The examples illustrated states that by
offering input on AI-generated designs, personalisation and co-creation may help to decrease
the hesitation towards AI content in fashion campaigns.

Eigenraam et al. (2021) further emphasises that authenticity is a key factor for consumer
engagement in digital brand communications. The article indicates that online marketing
initiatives that are perceived as entertaining and emotionally aligned with a brand are more
likely to be seen as authentic. For fashion marketing and AI-generated campaigns these
elements are essential since there is a risk of being seen as unrealistic. Therefore, brands must
match their generated design to reflect the brand and maintain consumer engagement.

Brand authenticity is also closely tied to consumer trust and long-term loyalty (Busser &
Shulga, 2019). When brands are transparent about how content is created, especially in the
context of consumer generated or non-traditional advertising, consumers are more likely to
perceive the brand as authentic. Disclosing the use of generative AI in campaigns could
enhance consumer trust if the messaging aligns with ethical expectations.

Alimamy & Nadeem (2021) found that perceived authenticity mediates the relationship
between customer engagement and value co-creation in technology enhanced experiences.
Highlighting the role of perceived ethics in influencing authenticity. Therefore, AI-generated
fashion campaigns could be viewed as misleading unless supported by transparent
communication and ethical brand behaviour.

2.4 Purchasing Behaviour

2.4.1 Consumer Purchasing Behaviour

According to Mensah & Edem-Amenuvor (2021) consumer purchase behaviour refers

to the process and factors influencing how individuals search for, elevate and select products
or services to satisfy personal needs and desires. This behaviour encompasses a wide range of
activities. From identifying a need to evaluating post-purchase satisfaction and helps brands
understand how consumers allocate their resources such as time and money. The “what, why,
when, where and how” of consumer decision-making are crucial for brands aiming to align
their offerings with the market demand.

In the fashion industry, purchasing behaviour is shaped not only by rational evolution but also
by emotional, visual and social factors. Bishnoi and Singh (2022) argues that emotional
branding plays a key role in influencing consumer decisions in fashion context as purchases
are often driven from a desire of self-expression, aesthetic appeal and emotional connection.
The implication of these elements highlights an importance of creating campaigns that evoke
the right emotions, build trust and maintain brand authenticity, especially when using
non-traditional methods such as AI-generated content.

2.4.2 The Role of AI in Influencing Purchasing Behaviour

The fashion industry is currently driven by the competition and digital evaluation between
brands. Therefore, brands must consider how digital experiences and technological
advancements impact purchasing behaviour. Mao et al. (2024) demonstrates that digital
fashion marketing tools positively influence consumer attitudes and purchasing behaviour by
enhancing the interactive and perceived exclusive elements. The authors argue that these
findings are especially relevant to the use of generative AI, as similar concepts are used to
attract and convert consumers.

Generative AI has emerged and transformed the fashion industry´s marketing. The
transformation enables brands to create personalised experiences that attract the consumer.
AI-generated content allows consumers to visualize products which increases the confidence
in their purchasing decision (Adobe, 2024). Moreover, AI-driven customer service tools
provide instant assistance which enhance the overall shopping experience and foster brand
loyalty (Capgemini, 2025).

The Integration of AI into fashion marketing strategies aligns with consumer preferences for
personalised digital experiences. A significant majority of consumers express a desire for
generative AI to be integrated into their online brand experience (Capgemini, 2025). This
trend explores the importance of developing AI technologies to meet evolving consumer
expectations and drive purchase intentions.

2.4.3 Ethical Considerations and Perceived Risk

As the brands increasingly incorporate generative AI into fashion marketing, ethical concerns
and perceived risks have become more central to consumers purchasing behaviour. In
particular, consumer anxiety surrounding data collection and algorithmic consumer purchase
behaviour has grown simultaneously with the adoption of AI tools. Lopes et al. (2024)
emphasize that lack of transparency in how AI systems function can contribute to perceived
risk, especially when consumers feel that they have minimal control over how their data is
used. In fashion marketing, where visual identity and emotional resonance is a key elemente,
the perceived risk can decrease consumer trust and reduce purchase intention.

Another concern is the perceived inauthenticity of AI-generated content. Sands (2024) argues
in their study that consumers viewed AI-generated models in advertising as less credible than
content produced by humans. When brands attempt to illustrate artificial models or
environments, it can backfire.

To navigate these ethical concerns, transparency and responsible AI practices are essential.
Adanyin (2024) highlights the importance of organisational clarity in how AI-generated
decisions are made and communicated. Brands that openly disclose their use of AI and ensure
fair treatment across consumer segments are more likely to maintain trust and loyalty.

2.5 Consumer Perception

2.5.1 Consumer Perception Definition

Consumer perception refers to how individuals interpret and form opinions about brands,
products, and promotional content based on their past experiences, cultural background, and
the influence from friends and family (Schiffman et al., 2019). It not only concerns rational
evaluations, such as quality or value for money, but also emotional reactions triggered by the
brands’ marketing communications. In the context of marketing, managing consumer
perception is crucial, as it directly influences attitudes, purchase decisions, and long-term
brand loyalty. (Solomon, 2018).

Marketing communications shape perception through both the content presented and the way
it is delivered. Elements like tone, authenticity, transparency, and visual appeal play
significant roles in how messages are received and interpreted. In industries like fashion,
where branding relies heavily on visual storytelling and emotional resonance, understanding
and guiding consumer perception is particularly important. As new technologies, such as
generative AI, emerge in marketing practices, they may subtly or significantly shift how
consumers perceive brand authenticity and trustworthiness. (Solomon, 2018). Therefore,
exploring consumer perception is fundamental for analysing how technological changes in
marketing, such as AI use, may impact consumer-brand relationships.

2.5.2 Perception Theory

Perception theory, as introduced by Solomon (2018) explores how individuals select,

organise, and interpret sensory information to make sense of their environment. In a
marketing context this means that consumers are not passive recipients of messages, but
create meaning based on how they interpret the message and how it fits with their existing
beliefs, needs, and cultural background (Solomon, 2018, p. 97). The perceptual process
involves three key stages: exposure, attention, and interpretation. Exposure is when certain
stimuli comes into contact with a customer that chooses, consciously or subconsciously, to
focus on it, which can be challenging. This also requires the stimuli to align with the
customers’ sensory thresholds - the stimuli can in fact be perceived by the customer. Attention
refers to the customer actively processing the received information. Extensive information can
cause a sensory overload for customers, which can turn them away rather than engage them.
Finally, interpretation concerns how consumers assign meaning to certain stimuli, which is
often personal and varies between different consumers. (Solomon, 2018, p. 108 - 117).

This theoretical framework is especially relevant when considering the use of generative AI in
marketing campaigns, as such content may affect all three stages of the perceptual process.
For example, AI-generated images or videos may attract attention due to their visual appeal
(exposure and attention), but interpretation can vary. Some consumers may interpret the use
of generative AI as innovative and efficient, while others may perceive it as inauthentic or
deceptive — especially if they feel the brand is attempting to "trick" them into believing the
content was made by humans. (Solomon, 2018).

2.6 Marketing in the Fashion Industry

In recent years, fashion marketing has evolved significantly in response to changing consumer
expectations and technological developments. A major development is the prioritisation of
authenticity and transparency, with brands featuring diverse models to promote inclusivity
and socially sustainable practices, as well as moving towards relatable marketing
communications to strengthen consumer trust, rather than unrealistically picture-perfect
storytelling (Brydges & Hanlon, 2020).

Visual marketing in the form of image and video promotions are extremely useful and
relevant. However, traditional methods and jobs within modelling and advertising face an
increasing risk of being replaced by newer technologies that simplify and improve the user
experience. Simultaneously, the demand for more authentic and diverse representation is
leading brands to rethink overly dramatized and idealistic content (Brydges & Hanlon, 2020).
This creates an important context for understanding how the introduction of generative AI in
fashion marketing may be used to either align with or challenge current consumer
expectations in the fashion industry.
2.7 Mango

2.7.1 About Mango

Mango is a fashion brand founded in Barcelona with marketing focus on their Mediterranean
roots. One of Mango's main goals is to maintain a close relationship with their target audience
which is enhanced by services to help customers need to give a more personalised experience
(Mango, n.d).

2.7.2 Mango Innovation

The brand Mango focuses on innovation of technologies in the fashion industry. The way to
adapt to change for Mango is to think outside the box to anticipate customers´ wants and
needs in the online commerce and technological ecosystem. Mango states that they are one of
the brands in the industry to have a higher breakthrough compared to competitors of online
presence with their distribution channels. They constantly analyse their customers' online
interaction in order to understand how the development will continue to maximise the
customer-relationship and loyalty (Mango, n.d).

2.7.3 AI-generated Marketing Campaign from Mango

Mango took the innovation in action when they produced a summer commercial 2024 with
AI-generated models. The primary idea of the AI-generated campaign was the use for
marketing and advertising purposes combined with inspiring both customers and the company
itself. Another reason for the company's use of AI-generated marketing is to save time and
present financial benefits. Finally, the new marketing strategy was a competitive innovation
towards similar brands in the industry by presenting a new type of content marketing
(Fanzeres & Tse, 2024).

The campaign itself shows a limited-edition clothing collection presented on AI-generated

female models presenting Generation Z, surrounded in a Mediterranean environment to
represent Mango's roots. Mango justifies the replacement of models by stating that the
garments are still available for customers to purchase (Fanzeres & Tse, 2024).
2.8 Puma

2.8.1 About Puma

Puma is an athletic and sportswear brand that develops along with sports and culture. By
continuously working with culture and fashion in the decision-making process, Puma remains
strongly connected with a young and trend-setting target audience. The companies state that
through their history, Pumas' place on the market stands to be original and innovative for the
designs and products. With large collaborative partnerships and ambassadors, Puma gains
their competitive advantage in a high-pressure industry (Puma, 2023).

2.8.2 Puma Marketing Strategy

Puma describes their marketing strategy to be customer-centric with communication and

creative tools while being continuous. The communication should feel personal and directed
to all their customers worldwide. Their goal is for the marketing to be seen as impactful and
creative. Therefore, the customer's wants and needs are highly valued. To reach more of the
consumers, Puma communicates with the help of their ambassadors. One of the greatest
strategies and tools that Puma uses for their marketing activities is innovative technologies for
customers to communicate and utilise the relevant platforms. This is especially important to
connect with Generation Z where they interact more with technological and playful strategies.
The results that Puma seeks to find with the interactive and technological marketing strategies
is consumer insights, effective messaging and identifying how their brand identity is
perceived (Puma, n.d).

2.8.3 AI-generated Marketing Campaign from Puma

As previously mentioned, two elements that are highly important within Pumas marketing
strategies are innovative technology and influential ambassadors. These two elements were
combined when Puma introduced their first AI-generated ambassador named Laila. To
maintain their position in the market and adapt to the growing and influential want for digital
innovative marketing , Laila was created. The brand introduces the AI-generated ambassador
with a connected quote stating “Powered by AI, Inspired by Humanity” (Think Marketing,
2024).

As an AI-generated ambassador, Puma tries to reach Generation Z and display the common
characteristics, preferences and present values that can be found in this generation. Since the
ambassador is AI-generated, Puma explains that she can connect with a wider audience within
the same generation. To assure consumer engagement, AI-generated marketing strategies and
campaigns are used by Puma. As the brand seeks the opportunity to understand and connect
deeper with customers and a younger generation, AI marketing strategies and campaigns is an
innovative approach (Thinking Marketing, 2024).

3.​ Methodology & Method.

This section of the thesis presents the methodology of the primary research conducted for this
thesis, discussing why the research is important and delving into how the primary data is
collected through the survey. This section also discusses the credibility and trustworthiness of
the research.

3.1 Research Purpose

Although AI itself is a concept with its roots in the mid-1900s (Chen, R. H., & Chen, C. C.,
2022), its rapid development in recent years, particularly with the rise of generative AI, has
opened the doors to a wide range of research opportunities. The research covered in this thesis
explores the impact of generative AI on consumer relationships, as well as how the impact on
consumer relationships may or may not impact consumers’ purchasing decisions. With new
options for cost saving, as well as easier and faster generation of content through AI tools,
companies should consider whether or not these options may damage their customer
relationships (Luo et al., 2019). Given that generative AI is likely to shape the future of
marketing, it is essential for professionals in the field to be made aware of both its potential
benefits and its risks to consumer loyalty. This thesis aims to explore whether AI-generated
advertising influences consumer perception, and what potential impact this may have on
customer engagement and purchasing behaviour.
3.2 Research Philosophy
Advertising and marketing can be a complex field, combining objective fact with subjective
experiences and perceptions. Certain elements in marketing research can be considered
objective fact and can be measured quantitatively, such as the reach as well as increase or
decrease of sales during certain campaigns. However, individual responses to campaigns or
advertisements, personal opinions on AI and concepts such as consumer perception remain
subjective and require qualitative measurements. Through a more pragmatic focus, this
research can deal with real-world marketing practices and discuss “truth” from both an
objective and subjective perspective. This pragmatic research philosophy supports both
numeric data as well as interpretative insights that together weave a picture of the current
views on generative AI in marketing. (Saunders et al., 2019). The research question is easiest
and most accurately answered by combining both quantitative and qualitative data, through
numeric discoveries and descriptive experiences, as well as objective fact and subjective
opinions.

3.3 Research Approach

Existing research suggests consumer relationships may be impacted by the use of generative
AI in advertising. For the research conducted for this thesis to be reliable and representative
of consumers’ genuine response to AI-generated advertisements, the survey must be unbiased
and not include previous research or any theoretically based hypothesis that may influence the
participants’ opinions. The secondary research collected for the literature review must be
separated from the primary research gathered through the survey created for this specific
project. However, certain concepts found through secondary research and are referred to in
the literature review relate heavily to the research question. Therefore, the survey questions
are built in an attempt to answer questions surrounding these concepts - Consumer Perception,
Consumer Behaviour and Brand Association, as well as existing information surrounding the
brands Mango and Puma - yet not directly influencing the participants’ choices. The first
section of the survey, separate from the rest, analyses consumers’ current perception on the
brands Mango and Puma, unrelated to their use of AI. This section mentions nothing about AI
or generative AI to the participants, keeping them unbiased when responding to real and
AI-generated campaigns. This allows for the great reveal in section two where we may see
whether or not there is a change in perception and trust for the companies. Questions in the
survey are both closed questions, several designed with a Likert scale of 1-5, others with
pre-written options and some open-ended questions where participants can provide subjective
opinions on the topic of generative AI in advertising.

3.4 Choice of Method

To explore how AI-generated fashion campaigns influence consumer perception, consumer
engagement and purchasing behaviour a mixed research method was selected through the use
of a survey. This approach allows the researched data collection to be standardised from a
broader audience to ensure both reliability and comparability within the responses ( Creswell
& Creswell, 2018). By selecting and targeting individuals with relevant consumer experiences
and requirements with the brand's Mango and Puma, the survey's responses offer insight of
how the brands target audiences perceive and react to AI-generated marketing campaigns.
The data was collected based on both quantitative and qualitative methods. Quantitative
methods were used with scale ratings and multiple choice questions. Qualitative methods
were implied into the survey with open-ended questions, presenting the participants the ability
to present deeper insights. Since the research question is based on “how” consumers react, the
primary goal is to collect data that not only establish a potential change in perception but also
if so, understand how it [Link], the survey is based on a mixed method approach
since there is a combination of quantitative and qualitative data.

The decision to use a survey is based on both the research objectives and practical
considerations. First, surveys are effective for measuring attitudes, perceptions and
behavioural intentions on a greater scale, making them suitable for this study's focus on
consumer perspectives (Bryman, 2016). Second, given the time and resources for a bachelor's
thesis, surveys offer a time-efficient and cost-effective method to collect data without
sacrificing the depth of analysis ( Alessi & Martin, 2010).Additionally, using a survey allows
for anonymity which can encourage participants to respond more openly and honestly,
especially regarding personal experiences of trust and perception connection (Saunders et al.,
2019). This topic is especially relevant when discussing emerging technologies like
generative AI, which could present varying reactions that depend on the respondents´s
awareness, values and digital perception (Dwivedi et al., 2021).
Since the study focuses on the specific brands Mango and Puma, the survey was designed to
include visual and contextual images and examples such as AI-generated campaigns from the
brands so that the participants could receive the context directly. This ensures that all
responses are grounded in personal experiences rather than hypothetical scenarios which
increase the validity of the results (Fink, 2025).

3.5 Data Collection

3.5.1 Secondary Data

Secondary data refers to existing data and information that was collected by other researchers,
organisations or entities and is used to provide context or a foundation for primary data
collection (Saunders et al., 2019). For this study, secondary data is used to explore the
existing knowledge of AI-generated marketing campaigns, consumer engagement, purchasing
behaviour and consumer perception. The secondary data sources included academic journals,
reports, case studies and other relevant publications. These sources provide a comprehensive
understanding of how AI is used in marketing, relevant in the fashion industry, and its
potential effects on consumer behaviour (Bryman, 2016).

The literature review helped to find existing gaps in the current literature which are relevant
for the studies research to be answered. For example, the influence of AI-generated
campaigns and the following consumer behaviour and perception in the context of the brands
Mango and Puma. Schumann et al. (2012) explains that by understanding the impact AI has
on consumer trust and loyalty, it can show the key area that is needed for further exploration,
especially when technology is becoming more embedded in marketing activities.

The collection of secondary data applied as a foundation to the design of the survey (Creswell
& Creswell, 2018), ensuring that it was grounded on relevant academic sources to address the
key areas of consumer perception, consumer engagement and purchase behaviour. Especially
in the context of AI-generated advertising campaigns' influence on the fashion industry.
3.5.2 Primary Data
The primary data collected for this study was collected through a self-designed survey,
distributed towards a sample selection of participants with the relevant characteristics for
Mango and Puma's target audience. The online survey method was chosen due to the
efficiency when gathering large-scale data that profits the analysis of engagements,
perceptions and behaviours in relation to AI-generated fashion campaigns (Bryman, 2016).
Surveys also make the process of assessing perceptions and behaviours more effective at
scales which provides both reliability and comparability of responses (Fink, 2025).
The survey is based on a mixed-method approach that allows for a comprehensive
understanding of consumer reactions with a combination of numerical trends with a more
detailed insight collection through open-ended questions (Creswell Creswell, 2018).

3.5.3 Survey Design and Structure

The survey was structured into five parts to each cover a different area while still aligning
with the research objectives and gathering relevant data to address the studies research
question.

The first part of the survey was foundational to ensure the relevance of participants by
collecting demographic information to match with the needed characteristics. The
demographic information questions consisted of disclosing the participants age and gender as
well as confirming their recognition and familiarity with Mango and Puma. The individuals
that did not fulfill the surveys set criteria like the age range of the brands target audience and
basic knowledge about the brands were excluded for the study since prior knowledge about
the brands is necessary for the understanding of participants' perception in the context of each
brand's marketing campaigns (Saunders et al., 2019).
In the second part of the survey participants were asked about their general perceptions of
Mango and Puma as brands. The question's aim was to understand the level of consumer
engagement, perception, purchase behaviour and how their brand characteristics are viewed.
Likert scale ratings were used with a scale of 1 to 5. 1 presented a negative view, 3 a neutral
view and a 5 for a positive view. This was in order to measure brand perceptions and
associations (Bryman, 2016). This part is also the foundation for part 4 where the analysis of
how the AI-generated campaigns could impact the consumers attitudes and measures an initial
perception of the brands.

In the third part participants were shown two campaigns from each brand. One of the
campaigns from each brand was created through a traditional photoshoot with humans
working both in front and behind the camera. The other campaign shown by each brand was
fully created by AI. The AI-generated campaigns were designed to match the same aesthetic
as the first ones and would appeal to each brand's target market. Participants were asked to
compare the campaigns from the brand and express which out of the two they preferred and
would make them the most likely to visit the brand's websites and make a purchase. This part
of the survey aimed to explore how the AI-generated campaigns were perceived in
comparison to the traditional marketing approaches (Creswell Creswell, 2018).

Part four informed the participants that two of the campaigns they previously reviewed were
AI-generated. The aim of this part was to understand how the participants' perception and
engagement with the brands possibly changed after learning that AI technologies were used in
the campaigns. They were asked to again answer about their brand association and
engagement for Mango and Puma, now with the knowledge of the use of AI in the marketing
campaigns. Repeating some of the questions from part 2 would more easily illustrate a
possible change in attitude. Additionally, open-ended questions were included to give the
participants the opportunity to express their thoughts and opinions about the AI-generated
campaigns to offer valuable qualitative insights (Fink, 2025).

Finally, the survey ended with part five where the participants were thanked for their time and
provided an open-ended section as well to share any additional feedback or thoughts about the
topics covered in the survey. This allowed for a deeper exploration of how the participants
feel about personalisation of marketing campaigns, especially when they are AI-generated.
The survey's structure and design was made to follow one part into the other with a relevant
transitioning that still covered the relevant topics to conduct insightful data (Fink, 2025).

3.5.4 Sample Selection

To ensure that the responses from the survey are insightful and relevant for this report, certain
criteria must be met. These criteria were based on the chosen brands target audience, that are
Puma and Mango. The key characteristics of the participants from the survey should align
with those identified within the target audience of both brands.

The importance of having shared characteristics between the selected brands of Puma and
Mango, and the survey participants is grounded in several key factors. First, it ensures that the
research remains relevant. By presenting individuals that answer the survey whose interests,
preferences and lifestyle align with the brand's target audience, the findings collected will be
applicable for the brand. Additionally, the responses and feedback from the answers of the
survey are likely to yield more reliable insights of how the brands´ marketing campaigns
resonate with their intended audience (Coelho et al., 2018).

Both Puma (2023) and Mango (Chi et al., 2023) share certain patterns in their target audience
characteristics. Both brands predominantly target women, emphasizing fashion-forward
consumers who seek clothing that is both functional and pleasing to their style. This is
described by the brands where the argument states that women in the market are more
fashion-interested. However, while the female demographic is a central focus, both brands
also present marketing campaigns directed at men, suggesting that their target audience is not
exclusively female. Another common characteristic that Puma and Mango have is the focus to
attract a younger customer base. The exact age range is not precise for the brands. Still, it can
be generalised from individuals in their early twenties to thirties with digital marketing
campaigns tailored to this age group. Despite the similarities, there are some distinctions.
Puma, being an activewear brand, primarily appeals to individuals with an active lifestyle and
strong interests in sport. Mango´s audience is more appealed towards everyday casual and
formal wear, with a stronger emphasis on fashion trends.
Therefore, the survey participants should be selected to reflect the shared characteristics of the
brands' Puma and Mango´s target audiences. Specifically, participants should be aged
between their early twenties and thirties and both genders would be presented.

3.6 Data Analysis

Before the survey was distributed, the first question for participants was to provide their
consent with the following statement: "By consenting you understand that all data
collected through this survey will be used for research purposes only. Participants will
remain anonymous, however, age and gender may prove relevant for this research." This
ensured that all participants were aware of the purpose of the survey and how their data would
be used.

After collecting the survey responses, the authors reviewed and organised the gathered data to
prepare for analysis. This process involved categorising and grouping the responses in a way
that made it possible to identify relevant themes and patterns that supported the study's
objectives.

After conducting the survey and receiving 43 responses, the authors decided to employ a mix
of a quantitative and qualitative analysis method to process the collected data. Since the
survey responses consisted of both numerical and text-based data, the authors chose to
combine statistical analysis with content analysis to provide a comprehensive understanding
of the patterns and relationships that could be identified.

The authors first began by cleaning the data to ensure that only complete and relevant
responses were included. This involved removing any incomplete or irrelevant answers that
did not align with the research questions. For the text-based responses, which included
open-ended questions, the authors performed a content analysis to identify recurring themes
and expressions. To ensure an objective and consistent interpretation of these responses, the
work was divided among the authors, with each member reviewing and categorising a portion
of the responses individually. Following this, the authors convened to compare their results
and discuss any discrepancies in their interpretations. This collaborative discussion helped
ensure that the identified themes and categories were representative of the entire dataset and
not biased by an individual interpretation.

The results from the statistical analysis and content analysis were then integrated to provide
an overarching view of the factors influencing remote work and the experiences shared by the
respondents. The words used in the analysis are interpretations made by the authors based on
the collected data, rather than direct quotations from the survey responses.

3.7 Data Quality

Ensuring high data quality is essential for producing valid and reliable research findings.
High-quality data should be accurate, consistent, complete, and relevant to the research
questions (Fowler, 2014). In survey-based research, this means designing clear, unbiased
questions and avoiding leading or ambiguous wording, which could distort responses and
affect the validity of the results (Bryman, 2016). Careful handling of data during collection,
entry, and analysis minimizes errors and helps maintain integrity throughout the research
process (Creswell & Creswell, 2018). Lincoln and Guba (1985) identify four key criteria for
ensuring the trustworthiness of a study: credibility, transferability, dependability, and
confirmability.

3.7.1 Credibility
Credibility refers to the trustworthiness of the results of a study and that the findings are
believable from the perspective of the participants and how the research was conducted
(Saunders et al., 2019). To ensure the credibility of this research, several steps were taken
throughout the process of data collection and analysis.

Firstly, the participants' relevance was secured by the fundamental introduction questions of
the survey. Only individuals who had prior knowledge and experiences with Mango or Puma
and within the set age range were allowed to complete the survey till the end. This ensured
that the responses were grounded in real consumer experiences rather than hypothetical
opinions which add value to the brands target audiences. It also enhanced the trustworthiness
of the findings (Creswell & Creswell, 2018).
Second, the credibility was strengthened by a mixed approach of both quantitative and
qualitative data within the survey. Quantitative data allowed for consistency and
comparability of the responses across a larger sample while open-ended responses provided
the opportunity to understand individual perspectives in more depth. The combination of
quantitative and qualitative data provides a greater scale of information of consumer
perceptions and attitude which increases the internal validity of the study (Fink, 2025).

Lastly, careful attention was paid to the wording, remain neutral and structure of the survey
questions to avoid phrasing that could be perceived as leading or biased to get a certain result
in the responses. By offering anonymity, participants were also more likely to provide honest
answers, which supports the overall credibility of the collected data (Bryman, 2016).

3.7.2 Transferability
Transferability refers to the extent to which the findings of a study can be applied or
transferred to new research beyond the original (Saunders et al., 2019). While this study
focuses specifically on the impact of AI-generated campaigns on customers, using Mango and
Puma as examples, the survey´s design and structure have been described in detail to allow
for researchers to replicate or adapt the methodology for future research. By providing a
transparent outline of the research process and sample selection criteria, future researchers are
given the necessary context to determine the extent of how relevant the findings are to their
independent research (Fink, 2025).

The survey targets participants that match the characteristics of Mango and Pumas target
audience who are already familiar with the brands. This ensures that the data collected is
rooted in relevant and prior brand experience. Although the focus on two fashion brands
could present a limited insight to other industries, there are underlying themes of AI in
marketing, consumer trust and consumer perception which are relevant for multiple industries
(Creswell & Creswell, 2018). Therefore, the insights gained from the research is applicable to
other brands that operate in similar industries, aiming to use AI for their business practices.
The goal of this study is not to present statistical generalizations. Still, the conceptual findings
regarding AI-generated campaigns and consumer perceptions can be applied to a broader
discussion on different marketing strategies which supports the transferability in terms of
theoretical implications (Bryman, 2016).

3.7.3 Dependability
Maintaining consistency and transparency throughout the research process is essential to
ensure the dependability of the study. Dependability refers to the stability of data over time
and under different conditions, meaning that the research process should be logical, traceable
and clearly documented (Saunders et al., 2019). For this thesis a detailed description of the
methodology, including the development, distribution and refinement of the survey is
provided to allow for replication or future comparison.

Responses that did not align with the target group were systematically removed from the
study, following clear criteria on age and relationship to Mango and Puma, in turn
strengthening the reliability of the remaining data. With originally 47 responses to the survey,
4 had to be removed from the study as they either failed to meet the age criteria of 20-30
years of age or are unfamiliar with both brands. Removing the potentially disruptive data
from the study makes the remaining data more reliable. By following a well structured
analytical process and providing transparency to decisions and categorisation within said
process, the dependability of the findings are strengthened. (Bryman, 2016).

3.7.3 Confirmability
Confirmability in qualitative research refers to the objectivity of the findings, ensuring that
the results are shaped by the participants’ responses and not researcher bias (Fink, 2025).
Establishing confirmability builds trust in the neutrality of the study’s results, particularly
when interpreting subjective opinions and attitudes towards companies’ use of generative AI.
(Saunders et al., 2019).
To promote confirmability, the survey questions were carefully phrased to avoid leading
participants towards specific answers. Questions were designed to be neutral and open-ended
when appropriate, to allow respondents to express their own opinions on the matter without
being steered by researchers' assumptions or biases. (Fink, 2025).

To further strengthen the neutrality of responses, the survey was structured with two separate
stages: the initial section captures participants’ perceptions of campaigns and opinions on
companies without revealing the involvement of generative AI, ensuring unbiased first
impressions. After participants complete this section they are informed that one of each
brand’s campaigns is AI-generated, allowing the study to genuinely assess the shift in
perception without prior influence. This design choice prevents bias from the start,
strengthening the confirmability of the study.

3.8 Ethical Considerations

Ethical considerations are an essential part of conducting high-quality research, and they play
a central role in ensuring that the research process is carried out responsibly. Eze et al. (2023)
emphasize the importance of adhering to ethical guidelines throughout the research process,
from data collection to publication, to ensure the integrity and reliability of the results. ​
​
Ethical considerations have been thoroughly addressed throughout the process of this report,
both during data collection and the survey phase. To maintain objectivity and minimize bias,
particular attention was given to the phrasing of survey questions, ensuring they were neutral
and free from personal opinions or leading language that could influence participants’
responses (Bryman, 2016; Creswell & Creswell, 2018). This deliberate neutrality helps
safeguard the validity of the data by reducing the risk of response bias.​
​
The authors prioritised withholding the specific purpose of the survey from participants prior
to their involvement. This strategy aligns with best practices in research ethics designed to
prevent social desirability bias, where participants might tailor their answers based on
perceived expectations of the researchers (Tourangeau & Yan, 2007)
3.9 Limitations

Generative AI is evolving rapidly, and what is true and relevant today can quickly become
outdated. This creates a time-sensitive issue; conclusions drawn now might lose their validity
as AI capabilities, regulations, and consumer attitudes shift. As a result, research on this topic
risks being short-lived unless it accounts for these fast-moving changes.

The analysis in the study is based on campaigns from two companies, Mango and Puma,
which means the findings may not be fully representative of the entire fashion industry.
Differences between brand segments, such as luxury versus fast fashion, could limit the
generalizability of the results. Therefore, it's important not to draw broad conclusions based
on such a narrow sample.

Another limitation of the study is the four-month research period, which introduced a time
constraint that hindered the collection of diverse types of data, such as in-person interviews or
focus groups. This likely affected the depth and breadth of the data collected, which could in
turn restrict the study’s overall conclusions.

The study also lacks a long-term perspective. It focuses on immediate consumer reactions but
does not explore the long-term effects of AI-generated campaigns on brand loyalty,
reputation, or ethics. These factors will play a significant role in a brand's long-term success
and credibility.

There are uncertainties surrounding the ethical and legal aspects of AI. Regulations and
legislation around AI-generated content are still evolving, which means the study couldn’t
fully address potential legal risks, such as misleading advertising or the use of deepfakes.
These issues may become increasingly important in the future and could impact brands in
ways that current research cannot fully predict.
 4.​ Empirical Findings

This section of the thesis presents the results from the survey - the primary data. By covering
each survey question and providing the relevant data, this section delves into the factual
findings from the survey.

4.1 Demographic Overview

The survey collected responses from 43 participants which consented to disclosing their age,
gender and brand familiarity. These elements are important since they provide contextual
factors needed to understand the participants' attitudes towards the selected AI-generated
marketing campaigns.

4.1.1 Age Distribution

Figure 1: Age Distribution of the Survey´s Participants

The majority of the participants in the survey were in the younger age-range within the age
criteria. 55.8% (24 participants) stated that they were in the 20-22 age group. The next largest
age group within the participants fell under aged 23-25 (14 participants). The span became
smaller in representation of the older brackets where 7% (3 participants) were between ages
of 26-28 and 4.7% (2 participants) were in the 29-30 age group. The presented age
distribution indicates a respondent group primarily based on Generation Z demographics.
4.1.2 Gender Identity

Figure 2: Gender Distribution of the Survey´s Participants

A significant majority of the survey participants were identified as female, more specifically
79.1% (34 participants) which were followed by 18.6% identified as male (8 participants).
The last category was those who selected “Other” which represented 2.3% (1 participant).
There is a noticed gender imbalance which may influence the overall attitudes reflected in the
findings.

4.1.3 Brand Familiarity and Purchase behaviour

Figure 3: Brand and Purchase Familiarity with Mango and Puma

Participants were asked about their familiarity and purchase history related to the selected
brands of Mango and Puma. Over half of the participants which is 53.5% (23 participants)
stated that they were familiar with and have purchased from both of the brands. Mango alone
was answered to be familiar and purchased from 30.2% (13 participants) while 16.3% (7
participants) had only purchased from Puma. These results show that Mango held a slightly
stronger brand presence within the sample selection.

4.2 Initial Brand Perceptions

Before the AI-generated campaigns were revealed as being such to the participants, they were
asked about the initial perceptions of Mango and Puma as brands. The perceptions were
measured in the survey through both Likert-scale ratings and categorical descriptions.

4.2.1 Customer Activity

Figure 4: Customer Activity for Mango

Mango showed a slightly higher customer activity and engagement compared to Puma. A
combined 73% of the participants rated their activity between a 2 or 3 on the set 5-point scale
with only 7% rating the activity to be at a level of 4 or 5.
Figure 5: Customer Activity for Puma

Pumas engagement was even lower than their active engagement with 97.7% of the
participants placing their activity level on a 1 or 2 and none of the participants selected a level
of 4 or 5.

4.2.2 Brand Associations

Participants were also asked to rate their general association with each Mango and Puma on a
5-point scale, where 1 would indicate a negative association, 3 would present a neutral
association and 5 indicates a positive association.

Figure 6: Brand Association Mango

For Mango, the largest selected option that was 48.8%, presented a neutral association rate
level (that will say score 3). 34.9% answered for a positive leaning score of 4 and the lowest
percent rate of 9.3% of the participant answers selected towards a negative impression of
level 1 or 2 score.

Figure 7: Brand Association Puma

Puma on the other side had a perception that was slightly stronger where 37.2% rated a 4 of
brand association. 48.8% of the participants rated a score of 3 which showed a neutral
association towards the brand 11.6% rated towards the more negative scores of 1 or 2.

4.2.3 Descriptive Brand Attributes

When the participants were asked to choose descriptive attributes for the selected brands the
most chosen traits were the ones that were already established in the survey as examples.
These traits included reliability, innovative, sales-driven, profit-maximising and
consumer-orientation.
Figure 8: Brand Description Mango Before AI Campaign Disclosure

For Mango the highest selected trait was “Consumer-orientated” which 37.2% agreed on.
“Reliable” and “Sales-driven” were the next highest selected options though was matching
with 34.9% each were the participants selecting these answers. The last descriptive attribute
that scored a high match for Mango was “Profit-maximising” that was selected by 27.9% of
the participants.

Figure 9: Brand Description Puma Before AI Campaign Disclosure

In contrast, Puma was more frequently associated with “Reliable” which was selected by
41.9% of the participants. Then “Sales-driven” was selected by 37.2%. After came
“Consumer-orientated” that 34.9% of the respondents matched Puma with. The last frequently
selected attribute was “Innovative” that was chosen by 20.9%.
Only a smaller number of the participants added their own descriptive attributes in the
[Link] option with opinions such as “cheap and bad quality” or “never heard of them”.
This suggests that both Mango and Puma hold a neutral to positive association among the
respondents prior to the AI campaign reveal. However, Puma is perceived as slightly more
reliable and innovative.

4.3 Campaign Comparison

To explore the participants´ preferences between the examples of Mango and Puma´s
traditional fashion campaigns with their AI-Generated ones (see Appendix 4), two campaigns
from each brand were presented without revealing that one of them were made by generative
AI. Participants were asked to select which of the campaigns they preferred and would make
them most likely to be influenced for a purchase or visit the brand´s online store.

4.3.1 Mango Campaign Preferences

Figure 10: Campaign Preference for Mango

For Mango's campaign, the AI-generated campaign which is identified as campaign 2 (see
Appendix 4), had a tropical location and showed their spring and summer collection for
2024. Therefore a spring and summer campaign from 2022 was chosen as the comparison
with the same tropical set and vibrant [Link] selecting one out of the two illustrated
campaigns, the participants showed that the majority preferred the first campaign which was
the traditional one. 81.4% of the participants selected this option and 18.6% selected the
second campaign which was the AI-generated one. Still, at this stage participants were not
aware that one of the campaigns was created by AI.

4.3.2 Puma Campaign Preferences

Figure 11: Campaign Preference for Puma

For Puma, the AI-generated campaign which is identified as campaign 2 (see Appendix 4),
was based on one of their ambassadors (that themselves is AI-generated) that modelled their
activewear. Therefore, another campaign with one of Puma's celebrity ambassadors was
selected as a comparative campaign. Campaign one was the one presented by the real-life
ambassador and scored the highest preference amongst the participants with 60.5% selecting
the campaign. 39.5% of the remaining participants selected the second campaign to align
most with their preference which was the AI-generated campaign and ambassador. Again, the
use of AI was not revealed during this question.
4.3.3 Brand Ambassador Familiarity

Figure 12: Puma´s Brand Ambassador Familiarity

The participants were also asked if they recognized the ambassadors used in the Puma
campaigns where 20.9% recognised ambassador 1 that was the real-life celebrity, 4.7% of the
participants recognized ambassador 2 which was the AI-generated ambassador, 4.7%
recognized both ambassadors and 69.8% did not recognize either ambassador.

This question was included in order to understand whether familiarity with the AI-generated
ambassador would influence preferences. The reason being that the ambassador created by AI
would not be revealed as such until later in the survey.

4.3.4 Conclusion of Preferences

Overall, before the use of generative AI was revealed, Campaign 1 in both brand cases was
significantly more popular which both presented the traditional created campaigns. These
responses were placed as a baseline for the later assessment of how perceptions shifted
following the revealing of AI-generated campaigns.
4.4 Change in Perception After AI Reveal
In this part of the survey the AI-generated campaigns and use was revealed. After revealing
that one of the campaigns from each brand was AI-generated, the participants were asked to
once again answer what their perception of Mango and Puma is. The reason for this part is to
locate if there is a change in perception or not.

4.4.1 Perceived Brand Association After AI Reveal for Mango

Figure 13: Brand Association for Mango after AI Campaign Disclosure

Participants rated their updated brand association with Mango on a Likert scale rating of 5
points. Scoring 1 on the scale would be a negative association, 3 would be neutral and 5
would be a positive association.

In the updated rating, 14% (6 respondents) rated Mango´s brand association to 1. 30.2% (13
respondents) rated the brand as a 2 and 37.2% rated a level 3 on the scale which shows a
neutral rating. The remaining participants of 11.6% (5 respondents) rated Mango a 4 on the
scale and 7% (3 respondents) chose a 5.
When comparing this rating with the initial one at the second part of the survey, it can be seen
that there is a slight shift towards a more critical rating followed by the AI-generated
campaign revealing.

4.4.2 Perceived Brand Association After AI Reveal for Puma

Figure 14: Brand Association for Puma after AI Campaign Disclosure

Similar to Mango, the participants rated their updated brand association of Puma with the
same rating system. Once again, the score 1 would present a negative association, 3 a neutral
and the score of 5 would present a positive association with Puma.

For the updated scale 11.6% (5 respondents) scored 1 on the scale which pimples a negative
rating. 20.9% (9 respondents) rated a 2 and the greatest chosen rating were 53.5% (23
respondents) selected a rate of 3 to with a neutral association. The following participants that
scored a 4 on the rating scale were 14% (6 respondents) and no one scored a 5.

While the majority of the participants remained neutral after the reveal, there was no increase
in the positive ratings and a slight decline towards lower scores was noted.
4.4.3 Deceptive Brand Attitudes After AI Reveal for Mango

Figure 15: Brand Description Mango After AI Campaign Disclosure

Once again, participants were asked to describe Mango after learning that AI was used to
create one of their campaigns. When compared to the initial responses, there were two
attributes that were most frequently chosen. “Sales-driven” were selected by 27.9% (12
respondents) and “Profit-maximising” were selected by 34.9% (15 respondents). Only 9.3%
(4 respondents) selected other options. That will say that the participants who still identified
Mango to be “Reliable”, “Innovative” or “Consumer-orientated” presented a 9.3% each.

Additionally, open responses indicated hesitation towards the use of AI. One respondent
noted: “You can't trust what you see… although it is “smart” and “effective” to use AI, I feel
very negatively about the idea” (see Appendix 3).
4.4.4 Deceptive Brand Attitudes After AI Reveal for Puma

Figure 16: Brand Description Puma After AI Campaign Disclosure

Following the same instructions as for Mango were the score of 1 would present a negative
attitude, score 3 would be neutral and a score of 5 would present a positive attitude. Similar to
the reactions of Mango's change in attitudes, the most frequent deceptive attitudes were
“Sales-driven” selected by 25.6% (11 respondents) and “Profit-maximising” selected by
27.9% (12 respondents). Attributes like “Reliable”, “Innovative” and “Consumer-orientated”
were each selected by 11.6% (varying from 5-7 respondents).

The open responses for Puma reflected a decrease in trust, with one participant stating “With
AI images, my perception of them has declined and they seem more profit-maximising than
before” (see Appendix 3).
4.4.5 Trust in the Brands Post-AI Campaign

Figure 17: Perceived Trust for Mango and Puma After AI Campaign Disclosure

When the participants were asked whether their trust in the brands changed after the reveal of
AI-generated campaigns, 27.9% of the participants (12 respondents) answered “Yes” which
shows that their trust was indeed impacted. 46.5% of the participants (20 respondents)
selected the answer “No” in change showing that AI did not affect their trust and 25.6% (11
respondents) answered that there is “Maybe” a change in trust.

Figure 18: Description of Changed Trust for Mango and Puma

The participants that selected the answer that there was a change in trust by choosing option
“Yes” were all in agreement and stated that they had less trust in the brand and there was no
indication of any increase in trust.

These results suggest that while some participants maintained a neutral stance, a marked
section experienced a decline in brand trust and shifted towards a more commercially-focused
perception of the brands Mango and Puma.

4.5 Reflections on AI in Fashion Marketing

For the final part of the survey, participants were invited to share open-ended reflections on
the use of AI-generated campaigns in fashion marketing. Out of the 43 respondents, 16
provided additional comments. The responses reflected multiple attitudes with a common
concern around authenticity as well as employment and body image.

4.5.1 Concerns About Authenticity and Transparency

Several of the survey participants expressed concerns that AI-generated content and images in
marketing campaigns could mislead consumers if they are not clearly labeled. One respondent
stated: “It is not like my trust has changed because I don't like AI, it's because it is not
mentioned in the picture that it is AI” (see Appendix 3). Others added in the open-ended
reflection part a description of AI to be “unserious” or “misleading”, with the potential to
damage consumer trust.

4.5.2 Impact on Creativity and Employment

A recurring theme was the negative impact AI-generated campaigns can have on employment
in the creative fields where one respondent commented: “Using AI to model and style a brand
takes away so many jobs and opportunities from real people…” (See Appendix 3). This
participant was not lonely for the concern. The concern was particularly emphasized by
respondents with creative or artistic characteristics and who viewed AI as a threat to the
employment opportunities within the industry.
4.5.3 Unrealistic standards
Other participants gave more of an ethical based concern. There were perspectives
highlighted of implications standards and how the use of AI to create “perfect” bodies”. One
participant's response to illustrate this concern stated: “People are going to look at
AI-generated images, comparing themselves to something that could never be real in the first
place” (See Appendix 3).

4.5.4 The use of AI as a Tool, Not Replacement

Still, there were not only responses that highlighted the negative aspects. Several respondents
also acknowledged AI´s practical advantages such as efficiency and cost-effectiveness. One
respondent mentioned: "I think AI is neither good or bad - it´s a tool… if you use it well, it
can elevate your work to another level” (See Appendix 3).

One participant described the use of AI in campaigns as a “natural progression” in society,

while another emphasized the importance of balance: “It should be used as a tool, not a
replacement for workers” (See Appendix 3).
 5.​ Thematic Analysis

This section analyses the common themes across the qualitative data collected through the
survey, primarily through the open-ended questions.

Figure 19: Emerged Themes from Responses of Survey Participants

5.1 Profit-focused and Perceived Greed

A major theme identified through the research was the perception that companies using
generative AI for advertising appear lazy and greedy in the eyes of the customers. Many
participants of the survey associate AI-generated promotional content with a lack of genuine
effort. Results show that participants prior to knowing about the companies’ use of generative
AI would describe Mango as consumer-oriented and Puma as reliable. After discovering the
brands used generative AI for their promotional content, however, a clear majority of the
participants would describe both brands as profit-maximising and sales-driven, with much
decreased sense of innovation, consumer-orientation and reliability. One participant describes
it as “in general, just lazy and greedy” when expressing their opinion on AI-generated
marketing campaigns in the open-ended question of the survey. This theme is highly relevant
to the research question as it focuses primarily on how the overall perception of a company
may have an impact on its customer relationships.

5.2 Lack of Transparency

Several participants expressed that they felt misled by the AI-generated campaigns, not
necessarily due to it being AI, but rather due to a lack of transparency from the companies not
explicitly declaring that their content is AI-generated. Some indicated that being informed
about the use of AI may have done less harm to their perception of the brand. One participant
from the survey states that “It’s not like my trust has changed because I don’t like AI, it’s
because it’s not mentioned in the picture that it’s AI” and another who stated “I think they
should show that it’s AI-generated”. The trust-issues that may arise, as suggested by the
results, can damage the relationship a company has with its customers, which is highly
relevant to the research question.

5.3 Loss of Authenticity - Dehumanization

Participants of the survey raised additional concerns regarding the dehumanising nature of
using AI-generated models as replacement for real-life models, a choice that also has an
impact on employment rates in the industry. A few respondents emphasized that consumers,
being human themselves, expect marketing material to reflect genuine human experiences.
Others pointed out that the use of AI-generated models could reinforce existing unrealistic
beauty standards, especially in the fashion industry. One participant expressed that “AI is not
a customer of any clothing brand, real people are the customers. Therefore I feel like the
morally correct thing to do would be to use real human beings to represent the brand” and
continues to describe the issue by stating the following; “society has already set high beauty
standards, and now people are going to look at AI-generated images, comparing themselves
to something that could never be real in the first place”. Some other participants have
suggested similar issues, one stating that “feels like that can create the ideal body more than
they do with human models”. This theme suggests that relying purely on AI-generated
promotional material may create a disconnect when communicating with consumers, as they
lack the human touch that fosters an emotional response. This could result in weaker
relationships with customers, as consumers may struggle to emotionally connect to the brand.

5.4 Controlled Use of AI

While a majority of the respondents were critical to the use of AI-generated content, a smaller
yet significant group of participants showed a reluctant acceptance towards its use, viewing it
as a form of societal advancement in a digital era. These participants represent a theme of
reluctant and conditional acceptance of a technological progression. These results suggest that
a certain portion of consumers care very little about the use of generative AI, but believe there
should be limitations and self-awareness, with an emphasis on using AI as a tool, not as a
replacement for employees. One respondent represents this theme well by stating that “I
understand that it is cheaper for the companies to use AI instead of hiring a photographer
and an editor etc. But it does take away from creative jobs and harms the creative field in
general. It should be used as a tool, not a replacement for workers” while another stated that
“even if I would like the campaigns to not be AI-generated I see it as a natural progression of
the society we are living in”. This suggests some consumers are willing to accept and adapt to
the technological advancements of the industry, while keeping a critical view on the
consequences of heavy reliance on it. This theme provides a valuable perspective to the
research, highlighting that although some consumers are more accepting than others, many
remain critical to the concept, suggesting that companies should take care in their use of AI.
 6.​ Theoretical discussion

This section ties together theories and literature with the empirical findings and thematic
analysis from the survey to discuss and dig deeper into the consequences of AI-generated
campaigns on customers.

6.1. Consumer Perception and the Interpretation of AI-generated Marketing

6.1.1. Theoretical Foundation: Consumer Perception and Perception Theory

In marketing, what a message says is rarely more important than how it is interpreted.
According to Solomon’s (2018) Perception Theory, consumers filter and decode marketing
communications based on personal experiences, expectations and beliefs as well as cultural
and social influences. In the context of AI-generated marketing, brands may intend to
communicate to their audience that they value innovation by adopting new and evolving
technologies. However, regardless of the brands’ intentions, it is the consumers’ interpretation
of the message that is important for how the brand is perceived by its audience. Consumers'
views on generative AI would to a large extent be shaped by societal and cultural views, as
well as the views of friends and family, and to some extent by personal experiences. As the
theory implies, consumers’ selectiveness when choosing what stimuli to pay attention to may
be impacted by the consumers’ existing opinions on the topic (Solomon, 2018). When
applying this to the topic of generative AI, consumers who have a negative view may choose
to avoid engaging in the subject, whilst those with a positive view may choose to learn more.
6.1.2. AI-generated Campaigns and Perceived Profit-Driven Motives

Findings from the survey suggest a large portion of consumers who associate the use of
generative AI for marketing with a shift in priorities for the brand. The results show that
consumers’ perceptions of the brands Mango and Puma, used as examples for this research,
changes drastically after discovering certain campaigns are made entirely by generative AI. A
majority of survey participants perceived both brands as more focused on transformational
aspects of business, for example innovative, reliable and customer oriented, while including a
smaller dimension of sales and profit focus. When discovering the brands’ use of generative
AI, a clear majority perceived both brands as primarily profit maximising and sales driven, a
much more transactional perception with little to no transformational views. As discussed in
the thematic analysis, several respondents stated with their own words that they find the
companies greedy and lazy for using generative AI for their campaigns.
As both brands are to some extent perceived as innovative and/or claim to be so themselves, it
is reasonable to assume the intended message these brands attempted to communicate through
these campaigns was their use of innovative technologies. As the Perception Theory suggests,
the importance often lies with the interpretation, not intended message. In this case a large
portion of consumers perceive the promotional content as misleading, lazy, greedy,
dehumanizing and even harmful. This can be seen not only through the survey conducted for
this research, but also online debates sparked by these AI-generated campaigns. Consumers’
views on the use of generative AI for marketing varies heavily, which aligns well with
Solomon’s Perception Theory. However, one thing that seems to unite a distinct majority of
consumers is an overarching negativity towards the corporate use of generative AI.

The brand image of these companies may be negatively impacted due to the suggested
negative consumer perception of the brands. Assuming the brands Mango and Puma strive to
be perceived as customer oriented or innovative, more transformational features of a brand,
the perception of them greedily maximising profits and sacrificing customer expectations
does not reflect the desired image. Companies' use of AI-generated campaigns and
promotional material may therefore have a damaging effect on the companies’ brand image,
depending on what they strive to be perceived as.
6.1.3. Consumer Alienation

When consumers feel overlooked or undervalued, there is a risk that they also feel alienated.
In this state they may no longer feel respected, represented or emotionally connected to the
company. A customer may have an emotional connection to a brand and have certain
expectations on the brand to align with certain values and beliefs. An emotionally invested
customer also likely expects to be treated with respect and to feel included in the brand's
vision. When a customer then starts to feel like “just another paying customer” with no
greater value to the company but sales and profit, there is a great risk of losing that emotional
connection that creates loyal customers.

This is especially relevant for the fashion industry, where there has been a growing demand
for inclusivity, diversity and relatability. By using generative AI to create ideal models that
fail to represent or relate to the average consumer, companies risk alienating their customers
and potentially damaging the relationship. The fashion industry has for a long time been
criticised for the use of picture-perfect models, promoting unhealthy and unattainable beauty
standards that are simply not relatable. While the industry may have taken a turn towards
more diverse representation to satisfy consumer expectations, the consumer's desire for real
and relatable representation remains somewhat overlooked. Customers may view these
idealistic models and experience a disconnect between themselves and what they are expected
to be, feeling misunderstood by the company and entering that state of alienation.
6.1.4. Brand and Consumer: an Emotional Disconnect

Beyond the negative perception of the brand and the possible alienation of customers lies a
more profound threat: the severing of the emotional connection between brand and customer.
At the heart of these issues is a misalignment between how companies aim to position
themselves and how the consumers actually interpret their actions. As suggested by
Solomon’s (2018) Perception Theory: how the message is interpreted is far more important
than the original intention of the message. In the cases of Mango and Puma, their use of
generative AI for marketing campaigns was likely intended to present the brands as
innovative and technologically relevant. Survey responses reveal that many consumers
viewed the use of generative AI as lazy or greedy, rather than innovative. This interpretation
leads the consumers to believe that the company prioritises sales and profits over the desires
and expectations of their customers. This leads to consumers gaining a negative perception of
the brand and emotionally distancing themselves from them. In a response to feeling
disregarded, consumers may in turn disregard the brand and seek acknowledgement and
respect from a competitor. This is how the negative consumer perception and alienation
combined can push customers further away from the brand, severing the relationship.

In marketing, emotion typically plays a large role in attracting a loyal audience. Brands can
create an emotional bond with customers based on understanding and fulfilling their needs
and expectations. Within the fashion industry this emotional bond is especially relevant, as it
is an industry focused on creativity, self expression and personal style. In order to create an
emotional connection with your customers, and in order to maintain it, companies must
actively try to understand their customers. When the customers no longer feel understood, or
even disregarded or tricked, this emotional connection breaks. As seen through the survey,
many participants had a reasonably positive perception of both Mango and Puma, perceiving
them as customer oriented brands. The shift in attitude towards the brands after discovering
their use of generative AI suggests a large majority of consumers have a more critical view on
AI. Perception Theory suggests that consumers interpret and perceive brands differently based
on a variety of factors, including social influence and culture (Solomon, 2018).
Therefore, the consumers’ responses to the AI-generated marketing campaigns are likely
impacted by an overarching cultural or social belief that AI may be deceptive, harmful or
destructive in nature. If brands want to emotionally connect with their customers, it is
essential that they understand the audience. In the case of Mango and Puma, it is likely they
misjudged the audience’s views on AI. This leads to the negative consumer perception and
possibility of customer alienation, which on a larger scale severely damages the emotional
connections consumers may once have had with the brand.

6.2. Interpreting Trust and Transparency Through Theory

6.2.1 Theoretical Foundation: Commitment-Trust Theory and Brand Relationships

The use of generative AI in fashion marketing introduces questions surrounding trust,

transparency and how to maintain the emotional relationship between brands and consumers.
These questions can be understood through the Commitment-Trust Theory of Relationship
Marketing (Morgan & Hunt, 1994), that suggest that strong consumer-brand relationships are
built on trust and commitment. Defined beliefs in a brand´s reliability and the emotional
attachment the consumer feels towards a brand. Both of these concepts were tested in this
study when participants discovered that AI-generated usage was implemented in fashion
campaigns by Mango and Puma. While initial reactions to the campaigns were largely neutral
to positive, the reveal that the content was AI-generated led to a decline in trust and emotional
connection that indicated a growing skepticism. This strongly suggests that the trust
consumers place in a brand can be fragile and dependent on perceived transparency.
6.2.2 Transparency and Effect on Trust

Findings from the survey reveal that a number of the participants experienced a loss of trust
after discovering that AI had been used to generate the marketing campaigns, particularly
since the use of AI was not revealed initially. Although 46.5% stated that there was no change
in trust, 27.9% confirmed that their trust had been negatively impacted and 25.6% were
uncertain. Importantly, not a single participant reported an increase in trust after the reveal of
generated AI. This suggests that the issue was not the presence of AI itself but rather the
absence of transparency. An example where participants emphasized feeling deceived: “It is
not like my trust has changed because I don't like AI, it's because it's not mentioned in the
picture that it's AI” (see Appendix 3).

According to Morgan & Hunt´s framework, such perceptions where there is a lack of
transparency directly affects the trust towards a negative direction. The weakened trust can
threaten the long-term [Link] relationship. Busser & Shulga further supports this by
highlighting transparency as a core factor in maintaining authenticity and trust in digital
marketing.

The findings suggest that companies should be fully or proactively transparent with their
consumers. For example by clearly labeling AI-generated content or explaining the use of AI
in marketing. This aligns with Busser & Shuluga (2018), which argues that clear positioning
of transparency is a strategic choice that influences brand perception and consumers views on
a brands ethical marketing. Furthermore, the data suggests that consumer expectations around
transparency are evolving. As AI becomes more incorporated in marketing, companies may
need to adopt clear standards or ethical guidelines around disclosure. By doing so, companies
not only reduce the risk of perceived perception but can also present an ethically responsible
and consumer-oriented marketing strategy.
6.2.3 Authenticity and Consumer Engagement

In the thematic analysis there is further identification of a loss in authenticity as a key

concern. Participants expressed problems with AI-generated content which suggests that AI
lacks the emotional depth and human qualities that are necessary to create meaningful
consumer engagement. One participant stated: “AI is not a customer of any clothing brand.
Real people are the customers. The morally correct thing to do would be to use real human
beings” (See Appendix 3). There were also other participants that noted how AI-generated
models could portray unrealistic beauty standards that would create a further emotional
distance between the consumer and the brand.

These findings of authenticity and emotional disconnection from consumer engagement align
with Lee & Kim (2024), who argues that perceived authenticity impacts and influences
consumers' opinions. When marketing feels inauthentic or impersonal, it triggers an emotional
reaction that is essential for the fashion industry's branding. As Morgan & Hunt emphasize,
commitment is encouraged when consumers feel aligned with a brand's identity. If the brand's
presented identity feels inauthentic or disconnected from the consumers values, commitment
is decreased.

6.2.4 Perceived Profit-Driven Motives and Decrease in Brand Loyalty

After the reveal that two of the campaigns presented in the survey were AI-generated both
Puma and Mango experienced a shift for their perceived brand image. Participants began to
describe the brands as more “sales-driven” and “profit-maximising” rather than “reliable” or
“consumer-oriented”. This signals not only a change in perception and realignment but also a
decline in emotional commitment. Connected to the Commitment-Trust Theory this reflects a
weakening of the relationship between consumer and brand. Without trust, commitment
cannot be sustained as the theory mentions is showcased by this analysis.
Moreover, several participants indicated that transparency with the use of AI could have
decreased the negative reaction. Transparency and authenticity could have increased trust,
especially if the use of AI was presented as a part of co-creation or creative marketing
strategy. The Commitment-Trust Theory further supports this where brands act in alignment
with consumer values and communicate openly, trust can act as a safeguard for the use of
technology.

6.3. Consumer Decision-Making and Brand Choice ​

The decision-making process of consumers is complex and influenced by a combination of

emotional, cognitive, and contextual factors. This study aimed to explore whether
AI-generated marketing campaigns had any notable effect on consumer perception, consumer
engagement, and purchase decisions in the fashion industry.

Looking at the question “How active of a consumer are you?” from section 4.2.1, it became
evident that participants varied in their level of consumer engagement. Some considered
themselves highly involved in fashion purchases, regularly interacting with brands, while
others adopted a more passive role, only purchasing occasionally. This diversity in consumer
activity suggests that AI-generated content may resonate differently depending on the
consumer's involvement and pre-existing habits.

In section 4.3 where participants were asked to choose between different campaigns from
Mango and Puma, we could observe how campaign design and content directly influenced
brand preference and hypothetical buying decisions. Some participants expressed a stronger
intent to purchase based on the style, relatability, or emotional appeal of a campaign, while
others were more skeptical, especially after learning that the campaigns were AI-generated.

This comparison revealed that while visually appealing or trendy content might catch initial
attention, the underlying perception of authenticity and transparency plays a significant role in
whether consumers would ultimately choose to buy from the brand. Therefore, purchasing
behaviour did shift in some cases, not only based on the campaign's appeal but also on how
“genuine” or human the marketing felt.
The findings of this study suggest that AI can influence brand choice, but this influence is
moderated by how active consumers perceive themselves to be, and how much they value
authenticity and transparency in marketing. AI-generated campaigns must go beyond
aesthetics and align with the emotional and ethical expectations of consumers to truly impact
purchasing decisions.

6.4. Implications for Fashion Marketing

6.4.1. A Shifting Industry Landscape

To some, fashion is a hobby: to others it is a matter of practicality. For many, however, it
holds a deeper dimension of self-expression. What we wear can communicate identity,
culture, political beliefs, values and emotions. Due to the importance of emotional connection
in the fashion industry, it is essential for fashion brands to understand their customers and
position themselves accordingly. Consumers desire relatable, inclusive and diverse
representation, focusing on real-life and not an idealistic world.

With evolving AI technology, fashion brands can create the perfect models for a campaign
with little to no effort, without going through the process of finding the perfect real-life
models. However, how companies choose to use these generative AI tools may clash with the
expectations of their customers.

6.4.2. Dehumanization and the Authenticity Gap

One of the insights that have emerged from this study is the growing tension between the use
of generative AI and the consumer's desire for authenticity in fashion marketing While
generative AI offers brands possibilities for creativity, the use of AI-generated models was
frequently perceived by participants as emotionally unrelatable and dehumanizing. These
concerns are presented through an authenticity gap, where AI-generated perfection causes a
conflict with consumer expectations of diversity and human connection.
Participants in the survey expressed hesitation with fashion campaigns that are entirely
created by AI, not only since the technology was used but rather it caused a displacement of
human experiences in fashion storytelling. The thematic analysis revealed a strong emotional
reaction. Several respondents mentioned a sense of moral conflict when the AI-generated
campaigns are dehumanized and not including real human beings which place a distans in the
brand and consumer relationship. With the participants having the possibility of expressing
their reactions and feelings they expressed a possible risk of distancing consumers from
representations they can identify with.

This reflects a deeper struggle in fashion branding, a shift away from human-centered
communication that decreases the emotional resonance that affects long-term loyalty and
engagement. As Brodie et al. (2011) and Hollebeek et al. (2014) emphasize consumer
engagement to be emotional and cognitive rather than transactional. If consumers feel that
they are being marketed to by faceless algorithms rather than relatable people which weaken
the brand and consumer relationship. Additionally, the use of AI in place of real human
models raised ethical concerns related to job opportunities. Participants voiced worry that
creative occupations could lose job opportunities due to the growing use of generative AI.
This is presented in a sense of dehumanization, turning what might be perceived as a creative
assistance and system to save time and cost at the expense of genuine human representation.
Therefore, dehumanization is not only a question of aesthetic preference that can be
illustrated in a campaign but also a critical branding issue. The authenticity gap presented in
this study suggests that fashion marketers must reconsider how they integrate AI into their
marketing strategies. AI that decreases human characteristics risks to lose values of
relatability, emotion and ethical alignment that consumers are increasingly seeking.

6.4.3. The Demand for Relatability and Diversity in Fashion

While consumers actively seek authentic and diverse representation, fashion brands continue
to rely on idealised imagery. Through the years the fashion industry has faced criticism on its
influence regarding beauty standards and a lack of authenticity, often relying on edited
content to gain a flawless appearance. This disconnect becomes even more apparent when
introducing AI-generated content.
Consumers express growing demands for inclusivity and diversity in the fashion industry - to
show models of different body types, skin colours, heights and imperfections. There is a
desire from consumers to feel seen and represented through the industry. In the case of
fashion marketing and new campaigns showcasing new products, consumers often want to
picture themselves wearing the presented products. Clothing rarely flatters each body type or
skin colour equally. By seeing models in different body types and sizes, customers can get a
sense of what the product would look like on them, in turn making them feel seen and
recognized by the brand. However, it goes beyond customers wanting to know what they look
like in specific clothing - it is the principle of representing real humans, not perfect idealistic
humans.

From a company perspective, generative AI can be an extremely useful tool for creating
content under a stressful deadline and a tight budget. Companies can use these tools to
improve the quality of their content and release promotional material at a much increased
frequency. In the fashion industry, specifically in regards to clothing, finding suitable models
may be challenging, time consuming and often expensive. By using generative AI tools,
companies can easily create the perfect models for their promotional content.

The disconnect between consumer demands for realism and fashion brands’ use of generative
AI to create idealistic imagery raises concerns about representation, authenticity and
emotional engagement. Consumers who experience a lack of authenticity and cannot relate to
the content are less likely to engage with the brand, and thus far less likely to build an
emotional connection to the brand. This can lead to consumer alienation, where they feel
insignificant and just like any other customer, with no emotional connection. Additionally,
such a disconnect can lead to severe backlash and disengagement from customers, where the
company may face the risk of losing loyal customers. Beyond representation and authenticity,
this technological advancement also brings a dimension of fear for the labour market,
considering real-life models, photographers and other creative professionals within the
fashion industry.
6.4.4. Using AI According to Customer Expectations — Not Against Them
The study indicates that consumers' resistance to AI in fashion marketing is not rooted in full
rejection of technological use, but in the perceived disconnection between how AI is currently
used and what consumers value. Rather than embracing AI-generated campaigns carelessly,
participants responded with concern. The concern does not stem from AI itself and a
perception that it is unethical but because the brands are seen as prioritising profit over
authenticity, transparency and human relatability.

The thematic analysis also revealed that a segment of consumers is cautious while still being
open to AI. The participants acknowledged AI as a natural progression of society and
expressed conditional acceptance, provided its use is responsible, transparent and supportive
rather than a replacement of human creativity. Emphasizing this is one statement from the
participants saying “It should be used as a tool, not a replacement for workers” (See
Appendix 3).

The message sent is that consumers are not opposed towards the use of technology but want
the use to be ethically regulated. Brands must therefore use AI according to the customers
expectations with transparency, emotional connection and alignment with customers values.
This involves a clear labeling of AI-generated content, balanced use of the digital tools with
human creativity and maintaining job opportunities in creative sectors. As included in the
literature (Lee &Kim, 2024), modern fashion consumers prioritise authenticity, relatability
and ethical production.

Opportunities for brands arise with these discoverings to innovate with AI and maintain their
audience engagement. For example, brands could involve consumers with co-creation
strategies, personalised AI-generated experiences and being open to receive feedback on how
to incorporate AI for their consumers' satisfaction. As stated by Gowri (2024) and Alimamy
& Nadeem (2021), transparency of the use would enhance both engagement and perceived
authenticity.
Ultimately, consumers are sending a clear message of using AI with us and not against us.
Fashion brands that fail to listen to this message risk to appear disconnected, untrustworthy
and profit-focused. However, brands that listen to this message have a chance to lead in the
industry with a future that aligns technology and ethics.

6.4.5. Strategies for fashion brands to use for a transparent and technological future
As the findings of this study has shown, hidden AI-generated content can damage brand trust
and lead consumers' perception to inauthenticity. However, this does not mean that fashion
brands must stop their use of AI. Instead they must learn from what has worked and what has
not in order to align AI innovations with consumer expectations.
​
The clearest misstep observed in the case of Mango and Puma was the lack of transparency.
Puma has previously presented their ambassador as AI-generated but failed to mention it in
the campaign to new consumers who did not have the previous knowledge. Participants
expressed frustration that the AI-generated campaigns were not clearly labeled which caused
some to feel misled. This aligns with the thematic finding on lack of transparency where even
consumers open to AI expressed that disclosure was essential.

However, some respondents were not opposed to the use of AI, as long as it was presented
honestly and used as a tool and not a replacement for human creativity. These responses
suggest that AI can be well-received when it supports human involvement. Participants stated
that efficiency, innovation and personalisation are elements of AI that could benefit the
fashion brands without a loss in trust. The approach is especially beneficial when used to add
value to the consumer without feeling misled.
To use AI effectively and ethically, fashion brands must develop consumer-first strategies that
prioritise transparency, emotional connection and creativity. One approach is to label
AI-generated content clearly and stating when images or campaigns are AI-generated. This
builds trust and gives the consumer the opportunity to interact with content while having the
full context. Another strategy is to combine AI with human creativity for a complement and
not replacement. The use of AI can also provide a solution to what has previously been
criticized where AI enhances diversity and representation. Instead of letting AI generate
unrealistic and unmaintainable models, brands could use AI to reflect a broader and more
inclusive range of human representation. This can help to close the authenticity gap rather
than increasing it.

7.​ Conclusion
This study set out to explore how AI-generated marketing campaigns influence consumer
perception, engagement, and purchasing decisions within the fashion industry. Drawing on a
combination of theoretical frameworks, literature, and primary survey data, the findings
reveal a complex and often ambivalent relationship between consumers and AI-generated
content. At the same time, AI offers innovative tools for personalisation and cost-effective
marketing; its application in fashion challenges foundational aspects of consumer-brand
relationships, particularly consumer perception.

The analysis demonstrates that consumers are initially open to engaging with visually
appealing marketing, regardless of whether it is AI-generated. Once the AI element is
disclosed, a shift occurs in how the campaigns, and by extension, the brands, are perceived.
This shift underscores the role of transparency in fostering consumer trust. When brands do
not openly communicate their use of generative AI, they risk being seen as deceptive, even if
the content is well-received on aesthetic or functional grounds. This finding reinforces the
importance of transparent communication, especially in industries like fashion where brand
identity and emotional engagement are key.
The results suggest that AI-generated marketing may undermine perceived authenticity, a
particularly vital concept in fashion branding. Consumers in this study often associated
authenticity with human creativity and emotional depth, qualities they believed AI lacked.
This perception is crucial, as it affects the emotional connection consumers form with a brand,
influencing engagement and long-term loyalty. In cases where consumers perceived
AI-generated content as overly commercial or lacking genuine creative expression, their trust
in the brand decreased, regardless of the visual quality of the campaign.
While many participants appreciated the efficiency and innovation behind AI-generated
content, they simultaneously expressed concerns about dehumanization in the fashion
industry. This tension reveals that consumer responses to AI in fashion marketing are not
purely aesthetic or functional, but deeply ethical and emotional. As a medium of
self-expression and cultural storytelling, fashion demands more than just visual appeal; it
requires human connection. The perceived absence of this connection in AI-generated content
presents a challenge for brands seeking to maintain meaningful relationships with their
audiences.

Another key insight from this study is the potential for AI to serve as a valuable tool, rather
than a replacement, when integrated thoughtfully and transparently into marketing strategies.
Participants were more receptive to AI-generated campaigns when brands positioned the
technology to enhance creativity or accessibility, rather than as a substitute for human input.
This finding suggests that framing AI use is just as important as the technology itself. Brands
that communicate openly and align their use of AI with consumer values, such as creativity,
inclusivity, and ethical responsibility, are more likely to retain trust and engagement.
In conclusion, while generative AI presents new possibilities for innovation in fashion
marketing, it also poses significant challenges to the values that underlie consumer-brand
relationships. The findings from this study indicate that success in using AI-generated
marketing hinges on how well brands balance efficiency with transparency, and innovation
with authenticity. Consumers are not inherently opposed to AI, but they are sensitive to how it
is used, and particularly how it aligns with their expectations of fairness, honesty, and
emotional connection.
For brands in the fashion industry, the message is clear: AI can be a powerful tool, but it must
be employed with care. Understanding and responding to consumer perceptions is essential to
avoid skepticism and build stronger, more sustainable relationships. By acknowledging the
concerns revealed in this study and approaching AI integration strategically, fashion brands
can better navigate the evolving landscape of digital marketing without compromising the
human touch consumers still value most.

8.​ Future Research

To expand on the research presented in this project, one could further explore the potential
impact of generative AI on beauty standards in the fashion and beauty industry, as briefly
noted through the survey.

Another potential direction for future research could be to take a primarily quantitative
approach to the same or similar topic. The research could focus on how business performance
is impacted by the use of AI-generated campaigns and measure statistically if there is any
significant change. This angle would present the issue from a business perspective and could
provide additional understanding for use of generative AI in fashion marketing.

Alternatively, one could investigate the business perspective through a more qualitative
approach as well, to gain some insight on the use of generative AI from employees and
fashion companies using these technologies. This research focus could delve into the ethical
concerns from companies, benefits and challenges of using generative AI, or perhaps
concerns regarding AI replacing jobs.

Further research could also explore the application of generative AI in other industries beyond
fashion, such as technology, ecommerce, or gaming. In addition, future studies might also
investigate different uses of generative AI, including its role in web or app development, or in
the design of complete products, such as fully AI-developed websites or video games.
Moreover, exploring other types of generative AI, such as conversational chatbots or systems
that deliver personalised marketing content, could provide a more comprehensive
understanding of how these technologies shape consumer experiences and brand interactions.

Overall, these research directions are but a fraction of the possibilities presented within the
realm of AI and could each contribute to a greater understanding of AI’s role in marketing. By
researching the topic from various perspectives and different industries, consumers and
companies alike may discover common ground and establish ethical, effective and consumer
oriented uses for AI tools in marketing strategies while actively adapting to an evolving
digital environment.
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Appendix 1 - Consent from participants
 Appendix 2 – AI Declaration Form​

DECLARATION

We confirm that the content of this thesis is the result of our own independent work.

We further declare that we have followed the necessary ethical standards and received all
required approvals (e.g., GDPR compliance), ensuring that the rights of all participants have
been respected throughout the research process.

We acknowledge and have adhered to Jönköping University’s current ethical guidelines

regarding the use of artificial intelligence (AI) tools in academic work, as described in the
Course Guide. During the development of this thesis, we made use of the following AI tools
and specify their purpose as follows:

1.​ ChatGPT – This tool was used to assist us with rewording complex ideas, refining
academic phrasing, and generating suggestions for improving structure and flow. It
was especially helpful when we needed to better articulate certain thoughts or when
seeking guidance on how to present our arguments more clearly. The tool also
supported us in simplifying or rephrasing difficult sections while maintaining the
academic integrity of our work..​

1.​ Grammarly – This tool was used primarily for proofreading, including correcting
grammatical errors, spelling mistakes, and punctuation. It also supported us in
improving sentence clarity and structure, helping to make the final document more
polished and professional in tone.

We, the authors, have carefully reviewed all outputs and edited the final content ourselves. We
take full responsibility for the thesis in its entirety.
Appendix 3 – Responses of Open-Ended Questions from Survey
 Appendix 4 - Campaigns used in Survey
Mango human created campaign

Mango AI-generated campaign

Puma human created campaign

Puma AI-generated campaign