Marketing Professor Appears on National Radio Show

Colleen P. Kirk, D.P.S., professor of marketing and management, was interviewed for a segment of the national public radio show Marketplace, which discussed consumer perceptions of AI-generated products. Kirk, who has published research on consumer responses to AI-generated marketing messages, notes that people are becoming increasingly skeptical of the human origin of products. Her research shows that labeling products or advertisements as AI-generated can lower consumer trust, authenticity, and purchase intent. As Kirk notes, this effect tends to be especially true when AI is used to generate a product that is intended to elicit an emotional response. On the other hand, AI-generated utilitarian products are less likely to receive scrutiny.