ATT KÄNNAS ÄKTA I EN ARTIFICIELL TID. En kvalitativ studie om Generation X:s och Z:s upplevelser av autenticitet i AI-genererad reklam

Abstract

The rapid development of generative artificial intelligence (AI) has transformed the conditions for how advertising content is produced and perceived. While AI offers increased efficiency and creative possibilities it also raises questions regarding authenticity, trust and emotional credibility in brand communication. This study examines how Generation X and Generation Z perceive and interpret AI-generated advertising with a specific focus on experiences of authenticity. Using Coca-Cola’s AI-generated version of the iconic Christmas commercial “Holidays Are Coming” (2024) as a case the study explores how different generations relate to AI as a creative tool within a context strongly associated with tradition, nostalgia and emotional storytelling. The study is grounded in George E. Newman’s authenticity theory, which conceptualizes authenticity through three dimensions: historical, categorical and value-based authenticity. The study is based on a qualitative research design and consists of twelve semi-structured interviews, evenly distributed between respondents belonging to Generation X and Generation Z. The findings show that both generations largely perceive authenticity as a subjective and emotional experience rather than as something determined by the production process itself. Authenticity is primarily described as something that “feels real” rather than something that can be objectively verified. AI-generated content is therefore not automatically perceived as inauthentic, provided that the advertisement successfully conveys a coherent, emotionally credible and trustworthy atmosphere. However, notable generational differences emerge. Generation X tends to associate authenticity more strongly with historical continuity, tradition and human presence. Generation Z on the other hand demonstrates a more accepting attitude toward AI as a creative tool and places greater emphasis on visual expression, mood and relevance. For this generation, authenticity is less connected to origin and more closely tied to emotional resonance and contemporary relevance. Overall the study contributes to a deeper understanding of how authenticity is constructed and negotiated in AI-generated advertising and highlights the importance of considering generational perspectives when implementing AI-driven creative strategies in brand communication.