New Publication by Patrick Weiß and Jens Hogreve- AI Advertising-to-Service Inference: When AI Disclosure Triggers Inferences from Ad Production to Process Expectation

An 'AI-Generated Content' label informs consumers about the creation process of an advertisement. However, it can also influence their expectations regarding the company's actual service delivery. AI disclosure triggers two countervailing inferences: AI Advertising-to-Service Inference (AISI), which reflects the belief that firms using AI in advertising also use AI in service delivery; and Perceived Brand AI Expertise (BAIE), which reflects the belief that firms have the necessary AI-related knowledge, experience and technical infrastructure to use AI effectively throughout their business operations.

Across two experiments in a fitness service context, AI disclosure in advertising reduced expected service quality and purchase intention. However, the positive pathway through brand AI expertise partly offset these negative effects. The next touchpoint matters, too. When the website confirmed the use of AI in service delivery, stronger AI expectations were associated with higher quality expectations and purchase intention.

For managers, the findings suggest that mandatory AI disclosure should be supported by credible signals of expertise and clear explanations of AI’s role in service delivery. Advertising and subsequent touchpoints should communicate consistently where AI is used and how it contributes to the service that customers can expect.

The article has been published in the Journal of Advertising and can be found here.