As AI-generated images proliferate on social media, brands face trade-offs in using them for corporate social responsibility (CSR) communication. This study examines when and how AI-generated images versus real human photos differentially influence consumer responses to CSR posts, depending on message framing.
Two experimental studies were conducted. Study 1 tested the effect of image type (real human vs. AI-generated) on human likeness, empathy, CSR authenticity, purchase intentions, and social media engagement. Study 2 adopted a 2 (image type: real human vs. AI-generated) × 2 (message framing: action-oriented vs. informational) between-subjects design, measuring CSR authenticity, perceived information quality, purchase intentions, and social media engagement.
AI-generated images yielded lower perceptions of human likeness, empathy, CSR authenticity, and purchase intentions than real human photos, with no difference in social media engagement. Study 2 revealed a significant interaction between image type and message framing on CSR authenticity: real human photos were more effective under action-oriented framing, whereas under informational framing the gap narrowed and favored AI-generated images. CSR authenticity mediated these effects on purchase intentions and engagement, and in the informational condition, perceived information quality further enhanced these outcomes.
This research advances understanding of consumer reactions to AI-generated content in CSR communication. By integrating visual and verbal components, it clarifies how and when AI-generated visuals can enhance or hinder engagement with socially responsible brands.
This study extends research on AI-generated advertising by showing that visual and verbal message elements interact to influence perceived authenticity and consumer responses.
