Abstract
This study will examine: (i) whether there will be differences in the quality of advertising copy written by independent humans, through human–AI collaboration, and by independent AI; and (ii) how consumers will respond to the disclosure of AI involvement in content creation. We plan to address these questions using a two-stage experimental design. In the first stage, we will collect advertising copy for suitcase (a durable good) and package tour service (service product). Based on uniform product information and specified writing topic, we will recruit participants to write advertising copy. Participants will be randomly assigned to either an independent human writing group or a human–AI collaboration group. In independent AI Group, copies were autonomously generated by ChatGPT. In the second stage, we will recruit participants through an online survey platform to evaluate the advertising copies, either with or without disclosure of authorship. We will measure participants’ willingness to interact with the content and their willingness to purchase the product. This design will allow us to examine differences in copy quality under non-disclosure, as well as the effect of AI disclosure, distinguishing between disclosure of independent AI creation and disclosure of human–AI collaboration. Finally, we plan to explore the mechanisms underlying the disclosure effect, focusing on curiosity, AI preferences and etc.