Generative AI Can Help Turn Consumers Into Active Collaborators and Creators

A new study has found that generative artificial intelligence (AI) empowers consumers by transforming them from passive recipients of brand narratives into active collaborators and creators.

The findings are detailed in “Consumer Empowerment Through Generative Artificial Intelligence: Enhancing Brand Narrative with Collaboration, Creation and Communication” by Yang Feng, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor in AI and Yuan Sun, UFCJC Advertising assistant professor. The article was published in the International Journal of Advertising on Aug. 14.

They studied how brands’ use of generative AI affects consumer empowerment and advertising outcomes. They conducted in-depth interviews with experienced generative AI users to identify three key constructs in co-creation: collaboration, creation, and communication.

According to the authors, “Results showed that collaboration and communication enhance empowerment, which in turn improves brand attitudes and purchase intentions, while creation follows an inverted U-shaped relationship with empowerment. Future research should continue to explore the dynamic interactions between human creativity and GenAI capabilities, considering the ethical, social, and psychological implications of this evolving relationship.”

Category: AI at CJC News, College News
Tagged: Advertising Consumer Empowerment Generative AI Yang Feng Yuan Sun
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