ICR Colloquium Series- Advertising Intelligence: Consumer Interpretations of Artificial Intelligence Claims in Advertising
- Event Type
- Seminar/Symposium
- Sponsor
- Institute of Communications Research
- Location
- Gregory Hall, Room 225
- Date
- Oct 23, 2025 12:30 pm 1:30 pm
- Speaker
- Dr. Louvins Pierre
- Contact
- Heather Hendren
- hhendren@illinois.edu
- Views
- 19
This study tested the relationships between consumer attitudes toward AI, brand transparency about AI use, perceived brand innovation, perceived manipulative intent, brand attitude, and purchase intention. Study 1 employed a survey of U.S. consumers who indicated being exposed to brands that use AI, and Study 2 utilized an online experiment with a fictitious automotive brand with varying levels of transparency about AI use (high vs low vs none). Ultimately, this research shows brand success in using AI as a promotional hook depend on balancing consumers’ inherent optimism about AI’s innovative potential with the need to avoid triggering resistance among those who hold negative predispositions toward AI.
Here is a little bit about Dr. Louvins Pierre: https://media.illinois.edu/pierre-louvins/
Feel free to bring a brown bag lunch!