.../methodology/approach Three online experiments with a total of 576 participants were conducted to explore the effect of AI disclosures on consumers’ behavioral intentions toward personified brands on social media, along with the underlying mechanisms of the effect and the boundary conditions created...

.... human-generated. This effect is driven by the lay theory that AI = novelty. However, when companies provide an opportunity for consumers to know the design process, the positive effect of AI disclosure on brand modernity will be attenuated. Originality/value This research expands the AI disclosure...