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Transparens i AI-reklam: Förtroende eller skepticism?

Kvist, Tilda LU ; Lund, Felicia LU and Högberg, Vanessa LU (2026) FEKH29 20261
Department of Business Administration
Abstract (Swedish)
Examensarbetets titel: Transparens i AI-reklam: Förtroende eller skepticism?
Seminariedatum: 4 juni 2026
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Vanessa Högberg, Tilda Kvist & Felicia Lund
Handledare: Clara Gustafsson
Fem nyckelord: AI-genererad reklam, Customer-based brand equity, Transparens, Skepticism och Reklamupplevelse.
Syfte: Syftet med studien är att undersöka vilken roll transparens spelar för konsumenters uppfattning av AI-genererad reklam, samt hur ett varumärkes befintliga Customer-based brand equity påverkar acceptansen för denna transparens.
Forskningsfråga: (1) Påverkar transparens i AI-genererad reklam konsumenters uppfattningar positivt eller negativt, och skiljer... (More)
Examensarbetets titel: Transparens i AI-reklam: Förtroende eller skepticism?
Seminariedatum: 4 juni 2026
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Vanessa Högberg, Tilda Kvist & Felicia Lund
Handledare: Clara Gustafsson
Fem nyckelord: AI-genererad reklam, Customer-based brand equity, Transparens, Skepticism och Reklamupplevelse.
Syfte: Syftet med studien är att undersöka vilken roll transparens spelar för konsumenters uppfattning av AI-genererad reklam, samt hur ett varumärkes befintliga Customer-based brand equity påverkar acceptansen för denna transparens.
Forskningsfråga: (1) Påverkar transparens i AI-genererad reklam konsumenters uppfattningar positivt eller negativt, och skiljer sig denna påverkan mellan olika generationer?
(2) Hur påverkar ett varumärkes befintliga Customer-based brand equity konsumenters attityd till transparens i AI-genererad reklam?
Metod: Studien tillämpar en kvantitativ forskningsstrategi med en deduktiv ansats. Data samlades in via en enkätstudie där totalt 234 respondenter deltog. Respondenterna exponerades för reklambilder med och utan AI-märkning för fyra varumärken. Det empiriska materialet analyserades genom deskriptiv statistik och hypotesprövande tester.
Teoretiska perspektiv: Det teoretiska ramverket utgår från tidigare forskning samt The Persuasion Knowledge Model (PKM), Customer-based brand equity och begreppet Transparens. Dessa ligger till grund för studiens hypoteser och analys.
Empiri: Det empiriska underlaget består av enkätdata som mäter respondenternas bedömningar av reklamens trovärdighet, kvalitet och emotionella respons, samt upplevda Customer-based brand equity och generationsindelning. Datan har bearbetats i statistikprogrammet SPSS.
Analys: Analysen visar att synlig AI-märkning hade en statistiskt signifikant negativ effekt på reklamupplevelsen. Customer-based brand equity visade inget stabilt positivt samband med transparenseffekten, och inga statistiskt signifikanta generationsskillnader kunde påvisas. Ingen av studiens tre hypoteser fick därmed stöd.
Slutsats: Studien visar att AI-transparens inte automatiskt leder till en mer positiv reklamupplevelse utan snarare kan påverka reklamens autenticitet och trovärdighet på ett komplext och situationsbundet sätt. Customer-based brand equity kunde inte ensamt förklara konsumenternas respons på synlig AI-transparens, och generationstillhörighet kunde inte statistiskt förklara skillnaderna i respons. (Less)
Abstract
Title: Transparency in AI Advertising: Trust or Skepticism?
Seminar date: 4th of June 2026
Course: FEKH29, Bachelor’s level thesis in Marketing, 15 ECTS
Authors: Vanessa Högberg, Tilda Kvist & Felicia Lund
Advisor: Clara Gustafsson
Key words: AI-generated advertising, Customer-based brand equity, Transparency, Skepticism, and Advertising experience.
Purpose: The purpose of this study is to examine the role of transparency in consumers’ perceptions of AI-generated advertising, as well as how a brand’s existing Customer-based brand equity influences the acceptance of such transparency.
Research question: (1) Does transparency in AI-generated advertising positively or negatively affect consumer perceptions, and does this effect differ... (More)
Title: Transparency in AI Advertising: Trust or Skepticism?
Seminar date: 4th of June 2026
Course: FEKH29, Bachelor’s level thesis in Marketing, 15 ECTS
Authors: Vanessa Högberg, Tilda Kvist & Felicia Lund
Advisor: Clara Gustafsson
Key words: AI-generated advertising, Customer-based brand equity, Transparency, Skepticism, and Advertising experience.
Purpose: The purpose of this study is to examine the role of transparency in consumers’ perceptions of AI-generated advertising, as well as how a brand’s existing Customer-based brand equity influences the acceptance of such transparency.
Research question: (1) Does transparency in AI-generated advertising positively or negatively affect consumer perceptions, and does this effect differ across generations?
(2) How does a brand’s existing Customer-based brand equity influence consumers’ attitudes toward transparency in AI-generated advertising?
Methodology: The study applies a quantitative research strategy with a deductive approach. Data were collected through a survey in which a total of 234 respondents participated. Respondents were exposed to advertising images with and without AI labeling for four different brands. The empirical material was analyzed using descriptive statistics and hypothesis-testing analyses.
Theoretical perspectives: The theoretical framework is based on previous research, as well as The Persuasion Knowledge Model (PKM), Customer-based brand equity, and the concept of Transparency. These form the foundation for the study’s hypotheses and analysis.
Empirical data: The empirical material consists of survey data measuring respondents’ evaluations of the advertisements’ credibility, quality, and emotional response, as well as perceived Customer-based brand equity and generational affiliation. The data were processed using the statistical software SPSS.
Analysis: The analysis shows that visible AI labeling had a statistically significant negative effect on the advertising experience. Brand equity showed no stable positive relationship with the transparency effect, and no statistically significant generational differences could be identified. Consequently, none of the study’s three hypotheses were supported.
Conclusions: The study demonstrates that AI transparency does not automatically lead to a more positive advertising experience, but may instead influence perceived authenticity and credibility in a complex and context-dependent way. Brand equity does not act as a buffer against this effect, and generational affiliation could not statistically explain differences in consumer responses. (Less)
Please use this url to cite or link to this publication:
author
Kvist, Tilda LU ; Lund, Felicia LU and Högberg, Vanessa LU
supervisor
organization
course
FEKH29 20261
year
type
M2 - Bachelor Degree
subject
keywords
AI-genererad reklam, Customer-based brand equity, Transparens, Skepticism, Reklamupplevelse
language
Swedish
id
9239900
date added to LUP
2026-06-30 09:22:47
date last changed
2026-06-30 09:22:47
@misc{9239900,
  abstract     = {{Title: Transparency in AI Advertising: Trust or Skepticism?
Seminar date: 4th of June 2026
Course: FEKH29, Bachelor’s level thesis in Marketing, 15 ECTS
Authors: Vanessa Högberg, Tilda Kvist & Felicia Lund
Advisor: Clara Gustafsson
Key words: AI-generated advertising, Customer-based brand equity, Transparency, Skepticism, and Advertising experience.
Purpose: The purpose of this study is to examine the role of transparency in consumers’ perceptions of AI-generated advertising, as well as how a brand’s existing Customer-based brand equity influences the acceptance of such transparency.
Research question: (1) Does transparency in AI-generated advertising positively or negatively affect consumer perceptions, and does this effect differ across generations?
(2) How does a brand’s existing Customer-based brand equity influence consumers’ attitudes toward transparency in AI-generated advertising?
Methodology: The study applies a quantitative research strategy with a deductive approach. Data were collected through a survey in which a total of 234 respondents participated. Respondents were exposed to advertising images with and without AI labeling for four different brands. The empirical material was analyzed using descriptive statistics and hypothesis-testing analyses.
Theoretical perspectives: The theoretical framework is based on previous research, as well as The Persuasion Knowledge Model (PKM), Customer-based brand equity, and the concept of Transparency. These form the foundation for the study’s hypotheses and analysis.
Empirical data: The empirical material consists of survey data measuring respondents’ evaluations of the advertisements’ credibility, quality, and emotional response, as well as perceived Customer-based brand equity and generational affiliation. The data were processed using the statistical software SPSS.
Analysis: The analysis shows that visible AI labeling had a statistically significant negative effect on the advertising experience. Brand equity showed no stable positive relationship with the transparency effect, and no statistically significant generational differences could be identified. Consequently, none of the study’s three hypotheses were supported.
Conclusions: The study demonstrates that AI transparency does not automatically lead to a more positive advertising experience, but may instead influence perceived authenticity and credibility in a complex and context-dependent way. Brand equity does not act as a buffer against this effect, and generational affiliation could not statistically explain differences in consumer responses.}},
  author       = {{Kvist, Tilda and Lund, Felicia and Högberg, Vanessa}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Transparens i AI-reklam: Förtroende eller skepticism?}},
  year         = {{2026}},
}