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                            [identifier] => oai:ojs2.awari.pro-metrics.org:article/119
                            [datestamp] => 2026-06-02T13:21:57Z
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                                    [title] => Authenticity, trust, and visual experience in AI-mediated visual campaigns: Perceptions of Generation Z young adults in digital environments
                                    [creator] => Array
                                        (
                                            [0] => Schiefler, Isadora Christina Ribas
                                            [1] => Pinto, Adilson Luiz
                                            [2] => Monteiro Teixeira, Júlio
                                        )

                                    [subject] => Array
                                        (
                                            [0] => artificial intelligence
                                            [1] => brand communication
                                            [2] => authenticity
                                            [3] => Generation z
                                            [4] => visual campaigns
                                        )

                                    [description] => Objective: This study explored how Generation Z young adults perceive authenticity, trust, and visual experience in brand campaigns mediated by artificial intelligence (AI), and whether these perceptions differed from those attributed to human-produced campaigns in digital environments.
Design/Methodology/Approach: A quantitative exploratory survey was conducted with 150 young adults aged 18–28 residing in Florianópolis, Brazil. The data were collected through the administration of a structured questionnaire that employed a five-point Likert-type scale and comparative rating scales. The statistical analyses performed included the Wilcoxon signed-rank test, Wilcoxon one-sample test, and chi-square goodness-of-fit test. These analyses were conducted in Jamovi (version 2.6).
Results/Discussion: The findings indicated a statistically significant discrepancy in perceived authenticity between human-produced and AI-mediated campaigns, with higher authenticity being attributed to human content. The evaluations of trust and visual experience for AI-mediated campaigns also exhibited significant deviations from the neutral midpoint. The findings indicated that, while AI-generated campaigns might ostensibly signify innovation and efficiency, they did not entirely capture the symbolic and relational dimensions associated with human-centered communication among Generation Z young adults.
Conclusions: The study indicates that perceived authenticity remains central to brand evaluation among Generation Z young adults. While AI-mediated visual campaigns may signal innovation, they do not fully replace the symbolic value attributed to human-produced communication.
Originality/Value: This study offers empirical evidence on authenticity and technological mediation in branding, thereby contributing to the ongoing discourse on AI-generated communication. Moreover, it provides strategic implications for brands seeking to balance automation with human-centered communication.
                                    [publisher] => Pro-Metrics
                                    [date] => 2026-03-30
                                    [type] => Array
                                        (
                                            [0] => info:eu-repo/semantics/article
                                            [1] => info:eu-repo/semantics/publishedVersion
                                        )

                                    [format] => application/pdf
                                    [identifier] => Array
                                        (
                                            [0] => https://awari.pro-metrics.org/index.php/a/article/view/119
                                            [1] => 10.47909/awari.1194
                                        )

                                    [source] => Array
                                        (
                                            [0] => AWARI; Vol. 7 No. 1 (2026): AWARI; 1-11
                                            [1] => 2675-522X
                                        )

                                    [language] => eng
                                    [relation] => https://awari.pro-metrics.org/index.php/a/article/view/119/109
                                    [rights] => Array
                                        (
                                            [0] => Copyright (c) 2026 Isadora Christina Ribas Schiefler, Adilson Luiz Pinto, Júlio Monteiro Teixeira
                                            [1] => https://creativecommons.org/licenses/by-nc/4.0
                                        )

                                )

                        )

                )

        )

)