Use AI for ad creation and consumer trust, but keep real people: VCU research

RICHMOND, Va. (WRIC) -- When creating an advertisement, it may just be easier to use image-generative artificial intelligence (AI) to retain consumer trust, according to new research from Virginia Commonwealth University (VCU).

The report highlights how businesses can use AI for efficiency and make advertisement creation faster and cheaper. The study, “Service Ads in the Era of Generative AI: Disclosures, Trust and Intangibility," was co-authored by César Zamudio, Ph.D., associate professor of marketing in the VCU School of Business, with colleagues from Missouri State University and Longwood University and was published recently in the Journal of Retailing and Consumer Services. emphasizes

“When tangible elements — like a doctor’s office environment — are AI-generated, but the service provider’s image is a real picture, trust and ad effectiveness are restored,” Zamudio said. “The takeaway? Use AI where it counts, and let the human element shine.”

A smart move to use AI to create backgrounds, office settings or equipment, but the study emphasizes they should keep real people in their advertisements to "benefit from AI’s speed and cost savings without losing consumer confidence," according to the release.

“Our research offers a simple, actionable strategy: Use AI for settings, not people,” Zamudio said. “This approach can help you cut ad costs without cutting credibility, giving you a real edge to beat bigger brands.”

Zamudio emphasized the importance of smart AI and said this is can help with building trust in your brand, helping make things feel "real and trustworthy."

“Not all AI ads are misleading,” Zamudio said, “but knowing what’s real — and what’s not — can shape your trust in a brand. … Our study reveals how AI in advertising shapes trust, helping you stay informed, skeptical and aware in today’s digital marketing landscape.”