Abstract
Digital marketing strategies have been dramatically changed by the emergence of generative artificial intelligence AI as a major player in the industry. The use of generative AI increases efficiency, scalability, and personalization but its expanding role in the decision making process raises serious questions about consumer trust, transparency, ethical issues, and authenticity when marketing decisions are made based on generative AI input. The purpose of this research is to explore how collaborative efforts between humans and generative AIs influence consumer trust and how this affects brands ability to succeed through digital marketing efforts using the generative technology. A descriptive and analytical research approach is employed through both primary and secondary data to explore how consumers perceive AI-driven marketing, how trust is formed in relation to AI-driven marketing, and how AI-driven marketing has impacted brand outcomes. Consumer data gathered about consumers' exposure to AI-driven marketing is analyzed using statistical tools including percentage analysis, correlation analysis, and one-way ANOVA. Results indicate that the use of generative AI significantly improves marketing efficiency and personalization as compared to traditional methods; however, consumer trust and credibility of brands is noticeably higher when the final decisions made by AIs are supported by human intervention. The study concludes that there should be a proper level of balanced cooperation between humans and AIs, as well as a focus on ethical standards regarding AI use and an emphasis on honest and open communication about AI use, in order to promote and maintain trust and achieve long-term brand success through digital marketing strategies that incorporate generative technologies.
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