Minds Versus Codes : Triangulating Neurophysiological and Qualitative Responses to AI‐Generated Versus Human‐Made Video Advertisements

Abstract

This experimental study compares how consumers engage with AI‐generated and human‐created advertisements, specifically examining patterns of visual attention, emotional and cognitive responses, attitudes toward AI, and whether emotional resonance fosters brand trust or future behavioral intentions. Adopting the lenses of dual‐process theory and algorithm aversion theory, this research pinpoints where human‐created stories have continuing relevance. In a laboratory experimental setting, EEG and eye tracking are combined with respondents’ reflections on their perception of the advertising stimuli. The results indicate that AI‐driven content matches and even outperforms human‐led advertisements in evoking viewers’ emotional responses. Contrary to suppositions that the “unnaturalness” of AI triggers disbelief or purely rational scrutiny, this study's respondents had strong emotional reactions, such as surprise, fascination, and empathy. A key practical takeaway on algorithm aversion is that consumers who doubted AI's capacity for emotional authenticity at the pre‐test changed their attitudes after exposure to AI‐generated content, underlining that real‐world exposure helps to overcome entrenched skepticism.