The AI Genie in the Bottle

Feng, Y. (2025). The AI Genie in the Bottle: Charting AI Evolution and Aversion in Advertising. Journal of Interactive Advertising, 1–16. https://doi.org/10.1080/15252019.2025.2537019

This project advances understanding of AI-generated advertising by conceptualizing AI aversion and examining how it emerges in response to different AI-involved advertising frames. Through a systematic review of 20 years of advertising research, we identify key domains of AI application and highlight the relative neglect of AI-assisted content creation. Building on this gap, we propose five emerging forms of AI-generated advertising and explore their connection to consumer AI aversion. Two online experiments further investigate how AI disclosure labels, which signal different levels of human effort and control, affect consumer attitudes. By integrating conceptual and empirical insights, this project reframes AI aversion as context-dependent and malleable, shaped by how AI’s role is communicated in advertising.

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