Understanding Gen Z’s Perceptions and Acceptance of AI-Generated Advertisements: An Empirical Study in Vietnam
The 21st century marks the rapid adoption of artificial intelligence (AI) in advertising. However, to comprehensively evaluate the effectiveness of AI-generated advertisements, the consumers’ perception and acceptance should be taken into consideration, especially among Generation Z. This study examines the factors influencing Gen Z’s perceptions of AIGCs in Vietnam, using the Stimulus-Organism-Response (SOR) framework. Key characteristics include verisimilitude, vitality, imagination, synthesis, perceived eeriness, and perceived intelligence. Results find that perceived intelligence significantly enhances willingness to accept AI-generated ads, whereas perceived eeriness negatively affects it. Verisimilitude and imagination positively impact perceived intelligence but negatively on perceived eeriness. Synthesis contributes to perceived eeriness but does not influence perceived intelligence. This study contributes to the growing literature on AI applications in marketing by offering empirical evidence from a Southeast Asian context and provides actionable implications for advertisers seeking to effectively engage Gen Z consumers in Vietnam’s dynamic digital marketplace.
Keywords: Gen Z, AI-Generated Advertisements, Vietnam
