"Browsing your favorite e-commerce site, you can buy a variety of AI gadgets, like an AI-powered board game for family night. If you're curious what that entails, you can read the product description, which AI checkers suggest is entirely generated by AI. And while your mouse hovers over the AI-generated summary or you scroll through potentially AI-generated reviews, you may be wondering: Can you trust this product enough to add it to your family's holiday shopping list?"
"Mia Wang, an assistant professor in the Department of Advertising, Public Relations and Design at the University of Colorado Boulder, researches the role of AI in consumer decisions. She said her findings suggest people have more negative perceptions of ads, particularly for luxury brands, that they know are AI-generated, a perception that can extend to the brand itself."
""What is important is not about AI doing the labor; first of all, it's about the product category," Wang said. "A luxury brand - they could use human labor to show some brand effort but instead of spending money and finding the real intelligent people to do the work, they use AI.""
AI-generated material increasingly appears in product descriptions, summaries, and reviews on e-commerce sites, prompting consumer uncertainty while browsing. Consumers may hesitate to trust products when product text or reviews are suspected to be AI-generated. Research by Mia Wang finds people form more negative perceptions of AI-generated ads, particularly for luxury brands, and those perceptions can transfer to brand reputation. A July 2025 Vogue spread featuring an AI-generated model sparked controversy. Brands that emphasize social responsibility face particular scrutiny when they use AI-generated imagery instead of real people for inclusive representation. Consumers often interpret AI use as cost-cutting that substitutes for human labor and authentic representation.
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