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När AI blir kreatören

Spjut, Ellinor LU and Andersson, Elin (2026) SKDK11 20261
Department of Strategic Communication
Abstract
This study explores how young consumers perceive and interpret AI-generated video advertisements designed to resemble user generated content (UGC) on social media. As digital marketing has shifted toward more interactive and relationship-oriented communication, authenticity and credibility have become central factors influencing audience attitudes, while advances in generative AI now enable content that closely mimics human expression and challenges traditional notions of genuine communication. A qualitative research design was employed using semi-structured interviews in which participants were exposed to AI-generated video material in a UGC-like format, and the data were analyzed through thematic analysis and interpreted using... (More)
This study explores how young consumers perceive and interpret AI-generated video advertisements designed to resemble user generated content (UGC) on social media. As digital marketing has shifted toward more interactive and relationship-oriented communication, authenticity and credibility have become central factors influencing audience attitudes, while advances in generative AI now enable content that closely mimics human expression and challenges traditional notions of genuine communication. A qualitative research design was employed using semi-structured interviews in which participants were exposed to AI-generated video material in a UGC-like format, and the data were analyzed through thematic analysis and interpreted using authenticity theory, Barthes semiotic framework and the concept of Technology Acceptance Model. The study provides insights into how authenticity and credibility are constructed in relation to AI-generated content, as well how individuals' Acceptance of AI shapes their interpretations and acceptance, contributing to a deeper understanding of marketing communication in an increasingly AI-driven social media landscape. (Less)
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author
Spjut, Ellinor LU and Andersson, Elin
supervisor
organization
alternative title
En kvalitativ studie om AI-genererat UGC och dess påverkan på upplevd autenticitet och trovärdighet i digital marknadskommunikation på sociala medier
course
SKDK11 20261
year
type
M2 - Bachelor Degree
subject
keywords
User Generated Content (UGC), Artificial intelligence (AI), Authenticity, Credibility, Social media marketing, Consumer Trust
language
Swedish
id
9229159
date added to LUP
2026-07-13 11:56:08
date last changed
2026-07-13 11:56:08
@misc{9229159,
  abstract     = {{This study explores how young consumers perceive and interpret AI-generated video advertisements designed to resemble user generated content (UGC) on social media. As digital marketing has shifted toward more interactive and relationship-oriented communication, authenticity and credibility have become central factors influencing audience attitudes, while advances in generative AI now enable content that closely mimics human expression and challenges traditional notions of genuine communication. A qualitative research design was employed using semi-structured interviews in which participants were exposed to AI-generated video material in a UGC-like format, and the data were analyzed through thematic analysis and interpreted using authenticity theory, Barthes semiotic framework and the concept of Technology Acceptance Model. The study provides insights into how authenticity and credibility are constructed in relation to AI-generated content, as well how individuals' Acceptance of AI shapes their interpretations and acceptance, contributing to a deeper understanding of marketing communication in an increasingly AI-driven social media landscape.}},
  author       = {{Spjut, Ellinor and Andersson, Elin}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{När AI blir kreatören}},
  year         = {{2026}},
}