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What’s Real? And Does It Matter?

Belin, Tyra LU and Kvellsten, Clara LU (2026) SKOK11 20261
Department of Strategic Communication
Abstract
The emergence of AI-generated models has introduced new conditions for the
production of visual content in digital marketing. What once required models,
photographers, and physical production can now be generated digitally, making
AI-generated models an increasingly contested practice in digital marketing. This
study aims to examine how young communication professionals in Sweden reason
about companies’ use of AI-generated models, and how they understand its
implications for brand image and ethical responsibility. Drawing on perspectives
from brand image and marketing ethics, ten semi-structured interviews were
conducted with professionals at communication agencies in Stockholm. The
empirical material was analyzed through thematic... (More)
The emergence of AI-generated models has introduced new conditions for the
production of visual content in digital marketing. What once required models,
photographers, and physical production can now be generated digitally, making
AI-generated models an increasingly contested practice in digital marketing. This
study aims to examine how young communication professionals in Sweden reason
about companies’ use of AI-generated models, and how they understand its
implications for brand image and ethical responsibility. Drawing on perspectives
from brand image and marketing ethics, ten semi-structured interviews were
conducted with professionals at communication agencies in Stockholm. The
empirical material was analyzed through thematic analysis, informed by a social
constructionist perspective and an abductive approach, resulting in four themes:
The Digital Shift, The Ethics of Imitation, Navigating Responsibility, and The
Authenticity Paradox. Together, these themes show that the acceptance of
AI-generated models is conditional, shaped by factors such as consent,
transparency, purpose, and contextual fit. Responsibility is understood as shared
between professionals, brands, and the industry, yet clear guidelines remain
largely absent. The study further identifies an authenticity paradox, where the
visual perfection of AI-generated models can simultaneously undermine the
human credibility that audiences expect from brands. Overall, the study concludes
that AI-generated models are not merely a technical production tool, but a
strategic and ethical communication choice with consequences for brand image,
credibility and professional responsibility. (Less)
Abstract (Swedish)
Framväxten av AI-genererade modeller har skapat nya förutsättningar för
produktionen av visuellt innehåll inom digital marknadsföring. Det som tidigare
krävde modeller, fotografer och fysisk produktion kan nu skapas digitalt, vilket
gör AI-genererade modeller till en allt mer omdiskuterad praxis inom digital
marknadsföring. Syftet med denna studie är att undersöka hur unga
kommunikationsprofessionella i Sverige resonerar kring företags användning av
AI-genererade modeller i digital marknadsföring samt hur de uppfattar
konsekvenserna för varumärkesbilden och det etiska ansvaret. Med utgångspunkt
i perspektiv från teori om varumärkesbild och marknadsföringsetik genomfördes
tio semistrukturerade intervjuer med yrkesverksamma på... (More)
Framväxten av AI-genererade modeller har skapat nya förutsättningar för
produktionen av visuellt innehåll inom digital marknadsföring. Det som tidigare
krävde modeller, fotografer och fysisk produktion kan nu skapas digitalt, vilket
gör AI-genererade modeller till en allt mer omdiskuterad praxis inom digital
marknadsföring. Syftet med denna studie är att undersöka hur unga
kommunikationsprofessionella i Sverige resonerar kring företags användning av
AI-genererade modeller i digital marknadsföring samt hur de uppfattar
konsekvenserna för varumärkesbilden och det etiska ansvaret. Med utgångspunkt
i perspektiv från teori om varumärkesbild och marknadsföringsetik genomfördes
tio semistrukturerade intervjuer med yrkesverksamma på kommunikationsbyråer i
Stockholm. Det empiriska materialet analyserades med hjälp av tematisk analys,
utifrån ett socialkonstruktionistiskt perspektiv och en abduktiv metod, vilket
resulterade i fyra teman: The Digital Shift, The Ethics of Imitation, Navigating
Responsibility och The Authenticity Paradox. Resultaten visar att acceptansen av
AI-genererade modeller är villkorad och påverkas av faktorer som samtycke,
transparens, syfte och kontextuell anpassning. Ansvaret uppfattas som delat
mellan yrkesverksamma, varumärken och branschen, men tydliga riktlinjer saknas
fortfarande i stor utsträckning. Studien identifierar vidare The Authenticity
Paradox, där den visuella perfektionen hos AI-genererade modeller samtidigt kan
undergräva den mänskliga trovärdigheten som publiken förväntar sig av
varumärken. Sammantaget drar studien slutsatsen att AI-genererade modeller inte
bara är ett tekniskt produktionsverktyg utan ett strategiskt och etiskt
kommunikationsval med konsekvenser för varumärkesbild, trovärdighet och
yrkesansvar. (Less)
Please use this url to cite or link to this publication:
author
Belin, Tyra LU and Kvellsten, Clara LU
supervisor
organization
alternative title
A Qualitative Study of Young Communication Professionals Reasoning about AI-generated Models in Digital Marketing
course
SKOK11 20261
year
type
M2 - Bachelor Degree
subject
keywords
Marketing, digital marketing, AI marketing, AI-generated models, brand image, ethical responsibility, authenticity, strategic communication
language
English
id
9231258
date added to LUP
2026-07-13 11:55:13
date last changed
2026-07-13 11:55:13
@misc{9231258,
  abstract     = {{The emergence of AI-generated models has introduced new conditions for the
production of visual content in digital marketing. What once required models,
photographers, and physical production can now be generated digitally, making
AI-generated models an increasingly contested practice in digital marketing. This
study aims to examine how young communication professionals in Sweden reason
about companies’ use of AI-generated models, and how they understand its
implications for brand image and ethical responsibility. Drawing on perspectives
from brand image and marketing ethics, ten semi-structured interviews were
conducted with professionals at communication agencies in Stockholm. The
empirical material was analyzed through thematic analysis, informed by a social
constructionist perspective and an abductive approach, resulting in four themes:
The Digital Shift, The Ethics of Imitation, Navigating Responsibility, and The
Authenticity Paradox. Together, these themes show that the acceptance of
AI-generated models is conditional, shaped by factors such as consent,
transparency, purpose, and contextual fit. Responsibility is understood as shared
between professionals, brands, and the industry, yet clear guidelines remain
largely absent. The study further identifies an authenticity paradox, where the
visual perfection of AI-generated models can simultaneously undermine the
human credibility that audiences expect from brands. Overall, the study concludes
that AI-generated models are not merely a technical production tool, but a
strategic and ethical communication choice with consequences for brand image,
credibility and professional responsibility.}},
  author       = {{Belin, Tyra and Kvellsten, Clara}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{What’s Real? And Does It Matter?}},
  year         = {{2026}},
}