TITLE:
The Impact of Generative Artificial Intelligence in Advertising on Multi-Generational Purchase Intentions: An Empirical Study in China
AUTHORS:
Nada Essam Ahmed Fouad Shoukery
KEYWORDS:
AI-Generated Advertising, Purchase Intention, Generational Differences, Perceived Credibility, Emotional Resonance
JOURNAL NAME:
Open Journal of Business and Management,
Vol.14 No.2,
March
26,
2026
ABSTRACT: The rapid diffusion of generative artificial intelligence has significantly transformed contemporary digital advertising practices. While prior research has examined consumer responses to AI-driven marketing technologies, limited attention has been given to how different generational cohorts interpret and react to AI-generated advertising content. Drawing on generational cohort theory and advertising persuasion theory, this study investigates the mechanisms through which AI-generated advertising influences purchase intention and examines whether these mechanisms differ across generational groups in China. A cross-sectional quantitative survey was conducted among 200 urban consumers who had prior exposure to AI-generated advertising. The sample consisted of Generation X (n = 62), Millennials (n = 74), and Generation Z (n = 64). Hierarchical regression analyses were employed to examine the mediating roles of perceived credibility and emotional resonance and to compare effects across generational cohorts through subgroup analysis. The results indicate that AI-generated advertising influences purchase intention primarily through indirect pathways. Emotional resonance plays a stronger role among Generation Z, whereas perceived credibility exerts a more substantial effect among Generation X. Millennials demonstrate a relatively balanced dual-path persuasion pattern. These findings highlight generational variation as an important boundary condition in AI advertising effectiveness and provide managerial implications for designing differentiated AI-generated advertising strategies tailored to distinct age segments.