Effects of Creativity in AI Advertising

The Mediating Role of Perceived Uncanniness

Bibliographic Data

ID22004137
AuthorsYoori Hwang (Myongji University), Seon Hye Jeong (0000-0003-2411-5649, Korea University), Se-Hoon Jeong (Korea University, corresponding author)
Year2026
Volume29
Issue2
Pages109-113
Publication date2026-02-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueCyberpsychology Behavior and Social Networking (JOURNAL)
Journal identifiersISSN: 2152-2715 • E-ISSN: 2152-2723
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/21522715251410335
PMID41460705
OpenAlexW7117490584
LanguageEN
References cited21

Extending previous research on creative AI to the context of AI advertising, the present study examined whether creativity in AI advertising could evoke perceptions of uncanniness and consequently have a negative impact on ad outcomes. Based on a two (ad creativity: low vs. high) by two (creator label: human vs. AI) between-subjects experimental design, the present study showed that ad creativity in general had a positive direct impact on attitude toward the ad (A ad ), attitude toward the brand (A b ), and purchase intentions. In addition, there were significant mediation effects of perceived creativity on A ad and A b via perceived uncanniness, which was moderated by creator label. For the AI-creator-labeled condition, perceived creativity had negative indirect effects on A ad and A b via perceived uncanniness, such that greater perceived creativity led to greater perceived uncanniness, which in turn induced less favorable A ad and A b . However, the mediation effect was not found for the human-creator-labeled condition. Thus, the positive effect of ad creativity was smaller for the AI-creator-labeled ad

Creativity · Mediation · Moderated mediation · Perception · Aesthetic Perception and Analysis · AI in Service Interactions · Creativity in Education and Neuroscience

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