News Sites Publicize Marketing Research

As seen in InnovateLI, Phys.org, and other sites, research by Colleen Kirk, D.P.S., professor of management and marketing studies, finds that consumers view emotionally charged AI-generated content less favorably, impacting their perception of the brand and desire to interact with it.

“Our research provides much-needed insight into how using AI to generate emotional content could negatively impact brands’ perceptions and, in turn, the consumer relationships that support their bottom lines,” said Kirk in InnovateLI. “While AI tools offer marketers a new frontier, these professionals should bear in mind a time-tested principle: Authenticity is always best.”