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This study explores the impact of AI-generated deepfake voices in commercials, addressing gaps in understanding their effects compared to human voices on consumer behavior. While deepfakes are increasingly used in both digital and traditional media (Ogilvy, 2021), research on their influence compared to traditional human-made content, remains limited, particularly in the realm of advertising.

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The Effects of AI Deepfake Voices and AI Disclosure in Advertisements on Ad and Brand Responses

  • 章节

  • 发表日期：

    2025年

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  • Navin Suneej,
  • Eva A. van Reijmersdal,
  • Michael Hameleers

摘要

This study explores the impact of AI-generated deepfake voices in commercials, addressing gaps in understanding their effects compared to human voices on consumer behavior. While deepfakes are increasingly used in both digital and traditional media (Ogilvy, 2021), research on their influence compared to traditional human-made content, remains limited, particularly in the realm of advertising.