| Resumo: | The use of Artificial Intelligence (AI) as a content creation tool for marketing has recently become a significant topic of discussion within the industry, gaining attention in online publications and at major events such as the Web Summit. Brands increasingly turn to Generative AI (GenAI) to develop strategies and content, driven by its efficiency in producing images and videos at high speed and its cost-effectiveness, as AI tools can replace human roles such as designers within corporate structures. A notable consequence of this shift is the proliferation of content on social networks that shares similar characteristics, from the uniform tone of photos to the robotic voices narrating countless videos. This raises a critical question: to what extent does AI-generated content foster emotional bonds with consumers? In an era where individualized and humanized communication is the dominant trend, it becomes essential to understand consumer reactions to AI-created content compared to human-generated content. To address this issue, this study employs surveys and promotes AI-generated and humangenerated advertisements on social media to gather comparative data on consumer reactions and engagement. Additionally, the study utilizes the Face Reader method to analyses the emotional responses elicited by each type of content, providing deeper insights into the sensations and perceptions they generate among consumers. |
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