ARTIFICIAL INTELLIGENCE-GENERATED ADVERTISEMENTS AND PERCEIVED BRAND AUTHENTICITY AMONG MILLENNIAL MOTHERS: INSIGHTS INTO RESPONSIBLE CONSUMER ATTITUDES

Artificial intelligence-generated advertisements are increasingly used in digital marketing, yet their impact on brand authenticity remains unclear, particularly among Millennial mothers in the Philippines who are frequently exposed to generative advertisements for health supplements. The purpose of this research is to examine how the perception of AI‑generated advertisements influences perceived brand authenticity by evaluating the relationship between four perceptual dimensions—advertisement sophistication, perceived verisimilitude, perceived creativity, and awareness of falsity—and brand authenticity, measured through credibility, integrity, symbolism, and continuity. The methodology employed was a quantitative cross‑sectional survey design, with data collected from 384 Millennial mothers who reacted “like” to short‑form video advertising for generative health supplements. The findings revealed a moderate relationship between the perception of artificial intelligence‑generated advertisements and perceived brand authenticity as a whole, and by age and household monthly income. Among all the variables, the perceptions consistently exhibited “High,” underscoring the need for brands and digital marketers to balance creativity with transparency to sustain perception and authenticity. In conclusion, artificial intelligence‑generated advertisements can strengthen brand authenticity when executed to a professional standard and guided by ethical standards. To sustain consumer trust and positive perceptions, this study offers actionable strategies for the ethical use of AI-generated advertisements, enabling brands to foster responsible consumer attitudes.