Exploring How Brand Use of Artificial Intelligence Influences Consumer Perceptions and Behavioral Intentions Through General AI Attitudes and Brand Transparency

This study examined how general attitudes toward artificial intelligence (GAAIS) shape consumer evaluations of brands that advertise about their AI use. A conceptual model was developed linking perceptions of brand innovation, manipulative intent, brand attitude, and purchase intention in Study 1. Brand transparency was then tested as a moderator of these relationships in Study 2. Study 1 employed a survey of U.S. consumers (N = 470) who indicated being exposed to brands that use AI, and Study 2 utilized an experiment (N = 248) with a fictitious automotive brand with varying levels of transparency about AI use (high vs. low vs. none). Results showed positive GAAIS directly predicted brand innovation perceptions and brand attitude, but not purchase intention, whereas negative GAAIS had no direct effects on these outcomes. Meanwhile, brand transparency about AI use had a positive main effect on perceived innovation and brand attitude, but negatively moderated the impact of negative GAAIS on brand attitude. Ultimately, this research shows that positive AI attitudes drive innovation-focused evaluations and negative AI attitudes operate through manipulative-intent attributions. By implication, brand success may depend on balancing consumers’ inherent optimism about the innovative potential of AI with the need to avoid triggering resistance among those who hold negative predispositions toward AI.