Artificial intelligence (AI) has been the star of the advertising world lately, promising quicker turnarounds and sharper targeting. But new research suggests there’s a catch brands cannot afford to ignore. A peer-reviewed study by University of Richmond professors Dr. Sara Hanson and Dr. Jeffrey Carlson, along with Dr. Heather Pressler, CEO of BlueHuki, reveals a critical twist: AI in advertising gets more clicks but also stirs up unease that can damage brand trust.
The article, titled “The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising,” was published in the Journal of Advertising Research. It introduces the idea of AI ad salience — how noticeable AI involvement is to consumers — and the emotional reactions that visibility can trigger.
AI Ads Draw More Attention, But Not Always for the Right Reasons
Across multiple experiments, the researchers found that ads with higher AI salience delivered a clear uptick in consumer engagement. Metrics such as comment volume and click-through rates saw noticeable increases when audiences picked up on AI elements in the ads.
But there’s a double-edged effect at play. The same AI-driven cues that piqued consumer curiosity also triggered negative emotions like discomfort, skepticism, and resistance. As a result, while engagement metrics improved in the short term, consumer attitudes toward the brands behind the ads took a hit.
Dr. Hanson explained, “AI imagery and disclosure can spark curiosity and attention, but they also activate a psychological response rooted in fear. This research shows marketers need to weigh short-term engagement against long-term brand equity.”
Emotional Reactions Could Threaten Brand Loyalty
One of the most striking findings was how strong the emotional backlash could be. When consumers recognized or suspected heavy AI involvement, they often reacted with mistrust. Over time, that mistrust can chip away at brand loyalty — a risk that many companies may underestimate as they rush to adopt AI tools.
Dr. Pressler, CEO of BlueHuki, offered a pointed reminder: “This research reinforces that how you use AI in your marketing can impact not just engagement, but trust. For reputation-driven brands, getting that balance right is critical.”
At BlueHuki, a digital marketing agency that focuses on clients in healthcare, legal, and professional services, maintaining brand credibility is the highest priority. Clients in these fields cannot afford to alienate audiences by leaning too heavily on AI without careful strategy.
About the Research and Organizations Behind It
The University of Richmond, a top-ranked liberal arts university in Richmond, Virginia, is recognized for its hands-on business education. Its Robins School of Business emphasizes real-world applications in marketing, analytics, and strategic planning.
BlueHuki, based in Northern Virginia, is an award-winning digital marketing agency specializing in data-driven strategies for industries where trust is everything. The agency has been honored as Best Creative/Marketing Agency by Washington City Paper and was a finalist in Best of Falls Church.
The study can be accessed through the Journal of Advertising Research via this link.
What This Means for Advertisers
Brands eager to jump into AI-driven marketing should tread carefully. While AI elements in advertising clearly help drive clicks and conversations, they come with emotional baggage that can quietly erode consumer confidence.
The smart move is clear: use AI thoughtfully, stay transparent without overhyping its involvement, and always put the brand’s long-term reputation ahead of chasing quick wins.
