Evaluating Consumer Trust In AI-Generated Versus Human-Created Banking Advertisements In Ghana

Abstract

The increasing integration of Artificial Intelligence (AI) into advertising has reshaped global marketing practice, yet its implications for consumer trust in emerging markets remain insufficiently understood, especially in trust-sensitive sectors like banking. This study examines Ghanaian consumers’ perceptions of AI-generated versus human-created banking advertisements and assesses how these perceptions influence brand trust. Anchored in the Theory of Planned Behaviour and Trust Theory, the study employs a positivist approach and a quasi-experimental design involving 267 digitally active banking customers across urban Ghana. Participants were randomly assigned to view either AI-generated or human-created advertising stimuli and subsequently completed structured surveys measuring attitudes, trust perceptions, and behavioural intentions. Data analysis was conducted using Stata, applying descriptive statistics, independent samples t-tests, and regression analysis to assess group differences and test the proposed relationships. The findings challenge the notion that AI-generated advertising inherently erodes consumer trust. Instead, results show that AI-generated advertisements perform similarly to human-created ones in shaping attitudes and brand trust within the Ghanaian banking context. This study enriches the literature on AI in advertising by offering empirical evidence from an emerging-market perspective and provides actionable insights for marketers and financial institutions. It highlights the value of adopting hybrid creative approaches that combine AI-driven efficiency with human oversight to maintain cultural relevance and consumer confidence.