The Impact of Coca-Cola's AI-Generated and Human-Generated Content Advertisement on Audience Perception and Purchase Intentions

Chong, Bi Wei (2025) The Impact of Coca-Cola's AI-Generated and Human-Generated Content Advertisement on Audience Perception and Purchase Intentions. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates the impact of Coca-Cola’s AI-generated and human-generated content advertisements on audience perception and purchase intentions. With the growing integration of artificial intelligence (AI) in advertising, this research seeks to compare the effectiveness of AI-generated advertisements with traditional human-generated content. The study addresses the evolving dynamics of advertising as AI-generated content becomes a more prominent tool for brands like Coca-Cola in enhancing personalisation and scalability. In this research, there are two theoretical frameworks applied, which is Theory of Planned Behaviour and Social Cognitive Theory. These theory helps tto understand how consumer attitudes, trust, and behavioural intentions are shaped by these advertisements. Besides that, a quantitative research method was employed, using an online survey to collect responses from 100 Malaysian young adults aged 18 to 35. The survey was designed to assess consumer attitudes towards both AI-generated and human-generated advertisements. The findings revealed that AI-generated content advertisements are perceived as more attractive and trustworthy compared to human-generated advertisements. Respondents more trust towards AI-generated advertisements due to their personalised and relevant content. However, the study also found that a segment of participants still preferred human-generated advertisement for their emotional resonance and authenticity. These insights highlight the complex consumer responses to AI in advertising, suggesting that while AI-generated content has significant potential, there is still a desire for the human touch in marketing strategies.