Perception and Willingness to Accept AI-generated Advertisements among Generation Z College Students in Cotabato, Philippines
DOI:
https://doi.org/10.68354/742145Keywords:
artificial intelligence, AI-generated advertising, Generation Z, consumer acceptance, digital advertising, willingness to acceptAbstract
Introduction: AI-generated advertising is increasingly used in marketing, yet how Generation Z consumers perceive and accept such advertisements remains underexamined in the Philippine context.
Objective: This study examined the relationship between perceptions of AI-generated advertisements and willingness to accept them among Generation Z college students in Makilala, Cotabato.
Methods: A cross-sectional descriptive-correlational design was used with 362 college students aged 18–28 years from Makilala Institute of Science and Technology. Proportionate quota sampling was employed due to institutional privacy restrictions. Data were collected using a five-point Likert-scale questionnaire adapted from Gu et al. (2024), measuring verisimilitude, vitality, imagination, synthesis, and willingness to accept. Descriptive statistics and two-tailed Spearman’s rho correlations were used at α = .05.
Results: Respondents agreed that AI-generated advertisements demonstrated verisimilitude (M = 3.46), imagination (M = 3.71), and synthesis (M = 3.61), while vitality (M = 3.29) and overall willingness to accept (M = 3.36) were neutral. Verisimilitude (ρ = .482), vitality (ρ = .527), imagination (ρ = .490), and synthesis (ρ = .390) were all significantly and positively associated with willingness to accept (all p < .001).
Conclusions: Perceived characteristics of AI-generated advertisements were significantly associated with willingness to accept them, although overall acceptance remained neutral. The single-institution, non-probability sample, self-reported measures, and absence of a standardized advertising stimulus limit generalizability. Future research should use multiple institutions, probability sampling, and controlled advertising stimuli.
References
Almendral, C. (2024). Is AI a threat to the livelihood of artists in visual arts? LinkedIn. Retrieved March 28, 2025, from https://www.linkedin.com/pulse/ai-threat-livelihood-artists-visual-arts-cass-almendral-aoxic
Arora, M., Mishra, K. K., Singh, M., Singh, P., & Tripathi, R. (2024). Deepfake technology and its implications for influencer marketing. Navigating the world of deepfake technology 66–90. IGI Global. https://doi.org/10.4018/979-8-3693-5298-4.ch005
Baek, T. H., Kim, J., & Kim, J. H. (2024). Effect of disclosing AI-generated content on prosocial advertising evaluation. International Journal of Advertising. Advance online publication. https://doi.org/10.1080/02650487.2024.2401319
Belanche, D., Casaló, L. V., & Guinalíu, M. (2025). Customer reactions to generative AI vs. real images in high involvement and hedonic services. International Journal of Information Management, 85, 102954. https://doi.org/10.1016/j.ijinfomgt.2025.102954
Chang, C.-W., & Chang, S.-H. (2023). The impact of digital disruption: Influences of digital media and social networks on forming digital natives’ attitude. SAGE Open, 13(3). https://doi.org/10.1177/2158244023119174141
Chen, H., Wang, P., & Hao, S. (2025). AI in the spotlight: The impact of artificial intelligence disclosure on user engagement in short-form videos. Computers in Human Behavior, 162, 108448. https://doi.org/10.1016/j.chb.2024.108448
Chen, Y., Wang, H., Hill, S. R., & Li, B. (2024). Consumer attitudes toward AI generated ads: Appeal types, self-efficacy, and AI’s social role. Journal of Business Research, 185, 114867. https://doi.org/10.1016/j.jbusres.2024.114867
Choi, H., & Kim, Y. (2024). Emotional engagement in AI-generated advertising: Effects of vividness and interactivity on consumer attitude. Journal of Interactive Advertising, 24(2), 145–160. https://doi.org/10.1080/15252019.2024.2345687
Demsar, V., Sands, S., Rosengren, S., & Campbell, C. (2022). Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis. Journal of Retailing and Consumer Services, 64, 102825. https://doi.org/10.1016/j.jretconser.2021.102825
Exner, Y., Hartmann, J., Netzer, O., & Zhang, S. (2025). AI in disguise: How AI generated ads’ visual cues shape consumer perception and performance. SSRN. https://doi.org/10.2139/ssrn.5096969
Feng, Y., & Kim, H. J. (2025). Decoding the trust matrix: Unraveling key predictors of consumer trust in AI-generated personalized advertising. Journal of Interactive Advertising, 1–16. https://doi.org/10.1080/152520 19.2025.2468286
Graham, C., & Stough, R. (2025). Consumer perceptions of AI chatbots on Twitter (X) and Reddit: An analysis of social media sentiment and interactive marketing strategies. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-05-2024-0237
Grigsby, J. L., Michelsen, M., & Zamudio, C. (2025). Service ads in the era of generative AI: Disclosures, trust, and intangibility. Journal of Retailing and Consumer Services, 104231. https://doi.org/10.1016/j.jretconser.2025.104231
Gu, C., Jia, S., Lai, J., Chen, R., & Chang, X. (2024). Exploring consumer acceptance of AI-generated advertisements: From the perspectives of perceived eeriness and perceived intelligence. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2218-2238. https://doi.org/10.3390/jtaer19030108
Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3, 119–132. https://doi.org/10.1016/j.ijin.2022.08.005
Hammad, A. M., & El-Sayed, R. (2025). Audience attitudes and acceptance toward AI-generated video advertising. Digital Media & Production Studies Journal, 3(2), 52–73. https://dmpos.journals.ekb.eg/article_405664_d53f28576b5a71acec0369ba6de71992.pdf
iSmart Communications. (2024). Data-driven creativity: AI’s impact on ad concepts and design. https://www.ismartcom.com/blog/data-driven-creativity-ais-impact-on-ad-concepts-and-design/43
Kramer, M. (2024). Inspiring Generation Z in a digital world. All Things Insights. Retrieved March 28, 2025, from https://allthingsinsights.com/content/inspiring-generation-z-in-a-digital-world/
Laerd Statistics. (2024). Cronbach’s alpha (α) using SPSS Statistics. Retrieved March 28, 2025, from https://statistics.laerd.com/spss-tutorials/cronbachs-alpha-using-spss-statistics.php
Middleton, F. (2025). Reliability vs. validity in research: Difference, types, and examples. Scribbr. Retrieved March 28, 2025, from https://www.scribbr.com/methodology/reliability-vs-validity/
Mumtaz, F., Qaisar, M., Zahid, A., & Ahmed, N. (2025). The impact of artificial intelligence on consumer decision-making in digital marketing. Journal of Asian Development Studies, 14(2), 372–387. https://doi.org/10.62345/jads.2025.14.
Murray, M. D. (2024). Visual legal rhetoric in the age of generative AI and deepfakes: Renaissance or dark ages? SSRN. https://ssrn.com/abstract=4883390
NielsenIQ. (2024). NIQ research uncovers hidden consumer attitudes toward AI-generated ads. Retrieved March 28, 2025, from https://nielseniq.com/global/en/news-center/2024/niq-research-uncovers-hidden-consumer-attitudes-toward-ai-generated-ads/44
Nishadi, G. P. K. (2025). AI-generated advertisements on consumer acceptance with the mediating effect of perceived intelligence in AI endorsement. Sri Lanka Journal of Management Studies, 7(1), 104–124. https://doi.org/10.4038/sljms.v7i1.173
Philippine Health Research Ethics Board. (2022). National ethical guidelines for research involving human participants 2022. Philippine Council for Health Research and Development. https://www.pchrd.dost.gov.ph/wp-content/uploads/2023/05/2022-NEGRIHP_Official-Gazatte_Ver-5-1.pdf
Prasanna, M., & Priyanka, P. (2024). Marketing to Gen Z: Understanding the preferences and behaviors of the next generation. International Journal for Multidisciplinary Research, 6(4). https://doi.org/10.36948/ijfmr.2024.v06i04.26612
Questionmark. (2009). Psychometrics 101: Item total correlation. Retrieved June 26, 2025, from https://www.questionmark.com/resources/blog/psychometrics-101-item-total-correlation/
Ratta, A. A., Muneer, S., & Hassan, H. U. (2024). The impact of AI-generated advertising content on consumer buying behavior and consumer engagement. Bulletin of Business and Economics (BBE), 13(2), 1152–1157. https://doi.org/10.61506/01.00476
SAP. (2024). AI in marketing: A complete guide. Retrieved March 28, 2025, from https://www.sap.com/resources/ai-in-marketing
Saura, J. R., Škare, V., & Ozretić Došen, D. (2024). Is AI-based digital marketing ethical? Assessing a new data privacy paradox. Journal of Innovation & Knowledge, 9(4), 100597. https://doi.org/10.1016/j.jik.2024.100597
Techapongsathon, K., & Waikongkha, N. (2025). Perception and acceptance of AI-generated advertising images among Generation Z. Journal of Arts Management, 7(1), 45–60. https://so02.tci-thaijo.org/index.php/jam/article/view/274728
Wang, Z., & Li, P. (2024). Vividness effects in AI-generated promotional content. Computers in Human Behavior, 152, 108123. https://doi.org/10.1016/j.chb.2023.108123
Williamson, D. A., & Koch, J. (2024). Why young consumers aren’t yet buying into gen AI ads. Interactive Advertising Bureau. Retrieved March 28, 2025, from https://www.iab.com/insights/why-youngconsumers-avoid-gen-ai-ads/
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Aeron Keinrich A. Abril, Analyn A. Gonzales, PhD (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright © 2026 REABMS, its licensors, and contributors. All rights are reserved. For all open access content, the Creative Commons Attribution 4.0 International Public License terms apply.
