Abstract:
Artificial intelligence (AI) has become a transformative force across industries, including advertising, where its integration reshapes the creation and delivery of advertising messages. This paper explores the relationship between the perception of advertising creation and the integration of AI, focusing on Generation Z in Poland. As digital natives, Gen Z is a pivotal demographic in understanding how AI-generated advertising impacts audience engagement and trust. The study reveals that while young Polish consumers are aware of AI-generated advertisements, they exhibit a cautious perspective. They acknowledge the creative potential and technological sophistication of such advertisements but express concerns about their credibility and potential for manipulation. Despite these reservations, respondents anticipate the continued growth of AI-generated advertising, suggesting that it may eventually rival or replace traditional advertising formats. These findings contribute to a nuanced understanding of Generation Z's attitudes toward AI-driven technologies in marketing, highlighting the need for transparency, creativity, and ethical considerations in leveraging AI for advertising. The study offers valuable insights for advertisers aiming to build trust and engagement with a demographic that values innovation but remains discerning about its applications.
