Does it matter who wrote the ad?
The EU AI Act and Meta's labelling rules now require brands to declare when their creative was made by a machine. The assumption that a label invites skepticism are widely known but barely tested.
I built an experiment to test this: six purpose-made advertisements, 165 participants, and a design that isolates the effect of the label while holding the creative constant.
Results
AI disclosure penalty:
Does AI disclosure lead to a penalty in advertising attitude?
Short Answer: AI disclosure penalty is real, but the effect is different to industry expectations.
Effect of different advertising appeals:
Is emotional advertising affected more than rational advertising?
Short Answer: Advertising appeal had no effect. Moderation predicted did not appear.