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”Kan ingenting vara på riktigt nu för tiden?”: En kvalitativ studie om konsumenters känslomässiga reaktioner på AI-genererad reklam.

Elofsson, Matilda LU (2025) DIKK60 20251
Division of ALM, Digital Cultures and Publishing Studies
Abstract
This study researches how consumers respond to knowing an ad is AI-generated, and which
motives underlie these responses. To achieve this the study gathers data through interviews
combined with a discourse analysis of online threads discussing different AI ads. The
analysis, which is done through the lens of Raymond Williams’s concept of structures of
feeling, shows that many consumers treat AI-generated ads as cultural objects associated with
existential dread over the loss of human presence, creativity, and work opportunities.
However, these anxieties are usually mixed with an acknowledgement of the potential and
inevitability of AI, and an uncertainty of what the consumer's personal position should be.
The study finds that the... (More)
This study researches how consumers respond to knowing an ad is AI-generated, and which
motives underlie these responses. To achieve this the study gathers data through interviews
combined with a discourse analysis of online threads discussing different AI ads. The
analysis, which is done through the lens of Raymond Williams’s concept of structures of
feeling, shows that many consumers treat AI-generated ads as cultural objects associated with
existential dread over the loss of human presence, creativity, and work opportunities.
However, these anxieties are usually mixed with an acknowledgement of the potential and
inevitability of AI, and an uncertainty of what the consumer's personal position should be.
The study finds that the responses to AI are the products of an emotional landscape that lacks
clear established meanings and values, which causes us to channelize broad societal concerns
into a simple advertisement. This understanding is crucial for shaping future approaches to
advertising and AI integration. Finally, the study offers definitions for new AI-related
structures of feeling. (Less)
Please use this url to cite or link to this publication:
author
Elofsson, Matilda LU
supervisor
organization
course
DIKK60 20251
year
type
M2 - Bachelor Degree
subject
keywords
AI, Artificiell intelligens, AI-reklam, reklam, marknadsföring, structures of feeling, AI advertisements, AI-genererade bilder, konsumentattityder, consumer attitudes, visuell kultur, teknikkritik, technological criticism, normalisering av AI, normalizing artificial intelligence, AI commercials
language
Swedish
id
9208782
date added to LUP
2026-01-19 09:30:30
date last changed
2026-01-19 09:30:30
@misc{9208782,
  abstract     = {{This study researches how consumers respond to knowing an ad is AI-generated, and which
motives underlie these responses. To achieve this the study gathers data through interviews
combined with a discourse analysis of online threads discussing different AI ads. The
analysis, which is done through the lens of Raymond Williams’s concept of structures of
feeling, shows that many consumers treat AI-generated ads as cultural objects associated with
existential dread over the loss of human presence, creativity, and work opportunities.
However, these anxieties are usually mixed with an acknowledgement of the potential and
inevitability of AI, and an uncertainty of what the consumer's personal position should be.
The study finds that the responses to AI are the products of an emotional landscape that lacks
clear established meanings and values, which causes us to channelize broad societal concerns
into a simple advertisement. This understanding is crucial for shaping future approaches to
advertising and AI integration. Finally, the study offers definitions for new AI-related
structures of feeling.}},
  author       = {{Elofsson, Matilda}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{”Kan ingenting vara på riktigt nu för tiden?”: En kvalitativ studie om konsumenters känslomässiga reaktioner på AI-genererad reklam.}},
  year         = {{2025}},
}