Data Sheet 1_When AI admits its flaws: authenticity and novelty pathways of flaw disclosure in AI-generated advertising.pdf

This study examined whether voluntary flaw disclosure counteracts this deficit in AI-generated advertising, and whether its effectiveness is conditioned by consumers' perceived risk. A between-subjects experiment (N = 474) crossed three flaw disclosure conditions (direct/indirect/none; all carrying an identical platform-standard AI disclosure label) with message appeal (factual/humor) and tested a dual-pathway mediation model focused on the disclosure factor.

Direct disclosure most strongly elevated perceived brand authenticity, whereas indirect disclosure most strongly enhanced perceived advertising novelty (η² = 0.13 and 0.21). Both pathways significantly and independently mediated the effect of flaw disclosure on attitude toward the ad (authenticity: IE = 0.46, 95% CI [0.31, 0.64]; novelty: IE = 0.40, 95% CI [0.24, 0.56]), and carried serially through brand attitude to purchase intention.