AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

The rapid integration of artificial intelligence (AI) into social media has transformed how consumers watch, interpret, and engage with video content. While AI-driven personalization enhances engagement, the growing realism of AI-generated videos blurs the boundary between authentic and fabricated content, increasing consumer vulnerability. This study examines how creativity influences consumer attention, interpretation, and interaction with AI-generated videos, and how it moderates the relationship between perceived authority and consumer engagement. Using secondary data collected from YouTube, the study analyzes publicly available AI-generated videos and user responses, including engagement metrics and comment-based sentiment indicators. The findings reveal that most consumers struggle to accurately identify AI-generated videos and that non-AI videos receive more positive responses. Importantly, creativity significantly enhances engagement and strengthens the effect of perceived authority, particularly when videos exhibit high meaningfulness combined with originality or unpredictability. These findings extend theories of media credibility and creativity into the context of AI-generated content and offer implications for consumer vulnerability, media literacy, and responsible AI content design.

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