Book

Description

Artificial intelligence is transforming how brands communicate, create value, and engage with consumers. But as AI becomes increasingly visible in marketing, an important question emerges: does disclosing the use of AI affect how consumers perceive and trust brands? Does AI Disclosure Cost Brands Trust in Emerging Markets? examines this question through evidence from Nigerian consumers, focusing on the relationship between AI disclosure, brand authenticity, and consumer trust. Drawing on an empirical study of Nigerian consumers, the book explores how consumers respond when brands disclose the use of artificial intelligence in their communication and marketing activities. It examines perceived brand authenticity and consumer trust while considering the role of consumers’ familiarity with AI. By focusing on Nigeria as an emerging-market context, this study contributes to ongoing discussions about transparency, authenticity, and trust in an increasingly AI-mediated marketplace. It offers valuable insights for researchers, marketers, brand managers, and anyone interested in the evolving relationship between artificial intelligence and consumer behaviour.