Generative Personas and Marketing Sensemaking

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This study examines how marketing professionals' perceptions of AI-generated personas relate to marketing sensemaking, with cognitive dissonance tested as a mediating mechanism. Using a quantitative survey of 300 marketing professionals, the findings show that perceptions of AI-generated personas are positively associated with both cognitive dissonance and marketing sensemaking, and that cognitive dissonance partially mediates the relationship between the two. The study reframes cognitive dissonance as a generative (rather than purely obstructive) mechanism, showing that psychological tension prompted by GAI outputs can drive more reflective managerial interpretation of consumer data.

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