AI vs. Authenticity: Evaluating the Perception of AI-generated Branded Content on Instagram Among Generation Z Students in Higher Education

Abstract

In a world where artificial intelligence evolves rapidly and shapes digital marketing, the question of authenticity becomes crucial, especially for Generation Z, a demographic known for valuing genuine brand interactions. This thesis explores how Generation Z students in higher education perceive the authenticity of AI-generated branded content on Instagram and identifies the main visual elements that influence their judgments. Two key research questions were formulated for this research: (1) How does Generation Z perceive the authenticity of AI- generated branded content? (2) What visual elements most strongly impact their perceptions? To conduct this study, a qualitative approach through semi-structured interviews with participants was used. The research was conducted in two phases: participants first compared AI-generated and real branded images in the context of perceived authenticity, and then identified specific visual elements influencing their perceptions. The findings showed that Generation Z is highly attentive to elements like realistic facial expressions, natural textures, and relatable settings. Interestingly, subtle generation errors went unnoticed by most participants, highlighting the role of subconscious visual processing, as explained by theories of form constancy and closure. Respondents also emphasized the importance of maintaining a human touch and avoiding overly polished visuals. These findings provide guidance for brands looking to balance technological efficiency with authenticity that resonates with the Generation Z audience. Limitations of the study include the small sample size of 10 respondents and a focus on one social media platform only. Future research could expand on these findings by incorporating a larger, more diverse sample and exploring multiple platforms. Keywords: authenticity, Generation Z, AI-generated content, Instagram, visual perception, digital marketing, social media marketing, branded content.