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As seen in , , and other sites, research by Colleen Kirk, D.P.S., professor of management and marketing studies, finds that聽consumers view emotionally charged AI-generated content less favorably, impacting their perception of the brand and desire to interact with it.

鈥淥ur research provides much-needed insight into how using AI to generate emotional content could negatively impact brands鈥� perceptions and, in turn, the consumer relationships that support their bottom lines,鈥� said Kirk in InnovateLI. 鈥淲hile AI tools offer marketers a new frontier, these professionals should bear in mind a time-tested principle: Authenticity is always best.鈥�