RESEARCH INSIGHTS: Why authenticity still wins in the age of AI advertising

Maja Theuma graduated with a Master of Science in Strategic Management and Digital Marketing from the Faculty of Economics, Management, and Accountancy at the University of Malta.

As artificial intelligence revolutionises digital advertising, many are embracing AI-generated content as a way to stand out in an increasingly crowded marketplace. Yet despite the excitement, a critical question remains largely unanswered: how effective is AI-generated advertising compared to traditional human-created content or hybrid approaches?

I recently conducted a study to explore this very issue, using biometric data and consumer feedback to dig deeper into how different types of advertisements (AI-generated, human-generated, and mixed) influence customer engagement.

To investigate, I designed a blind experiment with 52 participants ranging from 18 to 65 years old, collecting data in a controlled Human-Computer Interaction lab. Using advanced tools like eye-tracking systems, GSR (galvanic skin response) sensors, and a heart rate monitor, I captured physiological responses alongside self-reported perceptions of authenticity and engagement.

The results were eye-opening.

Traditional advertisements still reign supreme when it comes to engaging consumers. They consistently outperformed both AI-generated and mixed ads, particularly because they were perceived as more authentic and emotionally resonant. Human creativity, it turns out, continues to build the strongest emotional connections, fostering the trust and credibility that drive sustained engagement.

While AI-generated ads were visually appealing and quick to capture initial attention, they struggled to maintain that interest. Participants frequently described these ads as “overly polished” and “detached”, leading to lower perceptions of trustworthiness. Particularly when ads leaned into surreal or hyper-realistic imagery, consumers felt a disconnect between the visuals and a genuine emotional experience.

I also tested hybrid advertisements that blended AI precision with human creativity, hoping they might bridge the gap. Surprisingly, they did not deliver a significant improvement in engagement metrics. While these mixed ads performed moderately well, they failed to fully capitalise on the strengths of either AI or human elements.

One of the most striking findings was that perceived authenticity emerged as the most powerful predictor of customer engagement. While physiological responses offered valuable background insights, it was consumers’ subjective sense of authenticity that truly determined whether they stayed engaged.

So, what does this mean for business leaders and marketers today?

First and foremost, we cannot afford to overlook the importance of human creativity in digital marketing. While AI tools can certainly enhance efficiency, automate processes, and personalise content at scale, they often fall short when it comes to delivering the authenticity that builds deep, lasting consumer relationships.

Particularly in sectors where trust is critical (e.g., finance, healthcare, and education) over-reliance on AI-generated content could backfire. Customers are increasingly savvy; they can tell when an interaction feels scripted or superficial, and they respond more strongly to genuine, human-driven storytelling.

If you’re planning your next marketing campaign, consider these key takeaways:

● Preserve human creativity in your content creation processes, especially for high-trust industries and emotionally resonant campaigns.

● Deploy AI selectively to enhance initial visual appeal or support personalisation efforts, rather than expecting it to build emotional connections.

● Invest in authenticity as a core brand attribute, recognising that genuine emotional resonance drives engagement far beyond surface-level metrics.

●Maintain balance in your marketing strategy, ensuring that technological innovation enhances, rather than replaces, the human connection that builds lasting trust.

AI is undeniably reshaping the future of digital advertising. But my research shows that the brands that succeed will be those that use AI thoughtfully, without losing sight of the human elements that matter most. Authenticity isn’t just a buzzword, it’s a competitive advantage in an AI-driven world.

This article is a summary of the student’s dissertation submitted in partial fulfilment of a Master of Science degree in Strategic Management & Digital Marketing. The article is not officially endorsed by the University of Malta. The opinions expressed therein are solely those of the respective alumni and may not reflect those of the University of Malta.