Persepsi Konsumen terhadap Etika Penggunaan Konten Visual Berbasis AI dalam Strategi Pemasaran Digital

Description

Penelitian ini bertujuan untuk menganalisis persepsi konsumen terhadap etika penggunaan konten visual berbasis AI dalam strategi pemasaran digital. Penelitian menggunakan metode Systematic Literature Review dengan pendekatan PRISMA melalui analisis berbagai artikel ilmiah terkait AI generated visual content, consumer trust, authenticity, ethical concern, dan brand reputation yang dipublikasikan pada periode 2024–2026. Hasil penelitian menunjukkan bahwa consumer trust menjadi faktor utama dalam penerimaan konten visual berbasis AI, terutama ketika perusahaan menerapkan transparency dan disclosure secara jelas. Penelitian ini juga menemukan bahwa konsumen masih menganggap human created content lebih autentik dibandingkan AI generated content. Selain itu, penggunaan AI dalam visual advertising memunculkan ethical concern terkait manipulasi visual, deception, dan misleading content yang dapat memengaruhi brand trust dan brand reputation. Novelty penelitian ini terletak pada integrasi pembahasan mengenai trust, authenticity, ethical concern, dan brand reputation dalam satu kerangka kajian yang komprehensif terkait etika penggunaan AI generated visual content dalam pemasaran digital. Penelitian ini berkontribusi dalam memperkaya literatur mengenai ethical AI marketing serta memberikan implikasi praktis bagi perusahaan dalam merancang strategi pemasaran digital berbasis AI yang lebih etis, transparan, dan berorientasi pada kepercayaan konsumen. Kata Kunci: Artificial Intelligence, AI Generated Content, Digital Marketing, Consumer Trust, Authenticity, Brand Reputation, Ethical Marketing, Visual Advertising.

Steps to reproduce

Database Selection The literature search was conducted using academic databases including Scopus, ScienceDirect, Emerald Insight, IEEE Xplore, and Google Scholar. Keyword Identification The search process used several keywords related to the study topic, including: Artificial Intelligence, AI Generated Content, AI Generated Visual Content, Consumer Trust, Authenticity, Ethical AI, Digital Marketing, Brand Reputation, AI Advertising, Consumer Perception, and Visual Advertising. Literature Search Process Articles were collected using combinations of the selected keywords with Boolean operators such as AND and OR to improve search relevance. Inclusion and Exclusion Screening The collected studies were filtered based on predefined inclusion and exclusion criteria. Only peer reviewed articles published between 2024 and 2026 and directly related to AI generated visual content and consumer perception were included. Duplicate Removal Duplicate articles identified across multiple databases were removed before the screening stage. Title and Abstract Screening The remaining articles were screened based on title, abstract, and relevance to the research objectives. Full Text Eligibility Assessment Eligible articles were reviewed in full text form to evaluate methodological quality, thematic relevance, and contribution to the study objectives. Final Study Selection A total of 15 final studies were selected for thematic synthesis and analysis in the Systematic Literature Review. Data Extraction and Categorization Relevant information from each study was extracted, including authors, year, country, aim, methodology, findings, journal source, and research theme. Thematic Analysis The selected studies were grouped into four major themes: Consumer Trust toward AI Generated Visual Content, Authenticity and Perceived Authenticity, Ethical Concern regarding Manipulation and Deception, and the Influence of AI Generated Content on Brand Trust and Brand Reputation. Synthesis and Interpretation The findings from all included studies were synthesized to identify research patterns, conceptual gaps, ethical implications, and future research opportunities related to AI generated visual content in digital marketing.

Institutions

• Binus University

  Jakarta, Jakarta

Categories

Licence