Background
In Intervention 1, I found that when brands adhere to certain boundaries while using AI tools, they can enhance efficiency while mitigating the negative effects on emotional connection with consumers. Building on this finding, I designed Intervention 2 to identify which visual elements most significantly affect consumers’ emotional acceptance and to define the emotional boundaries for brands using AI-generated content.
Key Dimensions (based on literature & case studies)
- Transparency of AI Use
Cases involving AI influencers show that lack of transparency undermines consumer trust and may provoke backlash (News.com.au, 2023).
Boundary recommendation: Clearly label AI-generated content and highlight human creators’ involvement to maintain brand credibility. - Avoiding Replacement of Core Human Figures
In August 2025, Vogue’s issue featuring fully AI-generated models sparked strong opposition and subscription cancellations (Fashion Network, 2025).
Boundary recommendation: While AI can assist in background generation and composition, key figures such as models or ambassadors should remain human to preserve emotional bonds and artistic value. - Avoiding Over-Perfection and Eeriness
When AI-generated images appear overly perfect or lack human traits, they often induce a sense of eeriness, reducing perceived warmth and trust (Gu et al., 2024; Le Mile Magazine, 2023).
Boundary recommendation: Maintain slight imperfections and realistic textures to avoid an overly artificial or inhuman appearance.
Experiment Design: Testing Emotional Boundaries of AI Content
Objective
To identify which factors help preserve or diminish consumers’ emotional connection and perceived brand congruence in the context of AI-generated visual content.
Observation Framework
This experiment focuses on three psychological stages to capture emotional responses:
- Initial Impression: Preferences without knowing AI involvement;
- Instant Reactions: Emotional responses to varying AI usage (e.g., AI background/model/styling);
- Post-Disclosure Attitude: Reevaluation after transparency about AI involvement is provided.
Hypotheses (H):
- H1: Transparency in AI usage enhances emotional trust and acceptance.
- H2: Full AI model replacement weakens emotional connection more than real model + AI background/styling.
- H3: Over-perfection or eeriness significantly lowers warmth and authenticity scores.
Participants
- N ≥ 18, diverse in gender, age, and fashion interest to ensure generalizability;
- Partial overlap with Intervention 1 participants to compare attitude changes;
- Designed for representativeness and external validity.
Procedure
Full questionnaire and flowchart
https://24042236.myblog.arts.ac.uk/files/2025/08/Al_VisualsEmotionalConnectionTest12.docx
Participants are shown three sets of brand visuals (A, B, C), representing:
- Real model + AI-generated background
- Real model + AI-adjusted colouring
- Fully AI-generated model with no disclosure
Steps:
- First round: Participants rate images on realism, warmth, brand fit, emotional connection;
- Then, AI usage details for each image are disclosed (e.g., model replacement, disclosure status);
- Second round: Participants re-evaluate and rescore;
- Final task: Rank key emotional influence factors and indicate acceptable AI usage scenarios.
References :
Gu, C., Jia, S., Lai, J., Chen, R. and Chang, X., 2024. Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), pp.2218–2238. https://doi.org/10.3390/jtaer19030108
Fashion Network, 2025. Vogue Faces Backlash Over Fully AI-Generated Models in August Issue. [online] Available at: https://fashionnetwork.com/news/vogue-ai-models-august-issue
Le Mile Magazine, 2023. The Uncanny Beauty of AI-Generated Faces: Why Perfection Can Be Off-Putting. [online] Available at: https://lemilemagazine.com/features/ai-eeriness-and-beauty
News.com.au, 2023. AI Influencers Are Taking Over Instagram – But at What Cost to Brands?. [online] Available at: https://www.news.com.au/technology/ai-influencers-and-brand-trust
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