Authorship disclosure and consumer perception of AI-generated graphic design

Ekart, Barbara (avtor), Ahtik, Jure (avtor)

The increasing integration of artificial intelligence (AI) into graphic design and advertising has raised pressing questions about the role of authorship, trust and aesthetic judgement. This study examines how consumers perceive AI-generated versus human-created advertising visuals in the context of jewellery advertising. Two online surveys (n = 127) were conducted to compare participants' preferences under the conditions of disclosed and undisclosed authorship. The results show that while AI-generated visuals were sometimes rated favourably when authorship was hidden, human-created content was clearly preferred overall – especially when authorship was disclosed. A gender analysis revealed that female participants were especially sensitive to authorship cues, favouring human-created visuals. Logistic regression further confirmed that authorship disclosure, gender and design features such as human presence and serif typography were significant predictors of preference. Qualitative responses suggest that while AI visuals are technically competent, they lack emotional authenticity and narrative resonance. These findings emphasise the importance of transparency, emotional design and collaboration between humans and AI in visual communication. The study contributes to ongoing debates about machine creativity, aesthetic value and ethical disclosure, and offers practical implications for designers and marketers using AI in emotionally-driven contexts.

• Jezik: Angleški jezik
• Ključne besede: artificial intelligence, graphic design, photography, consumer perception, advertising, authorship disclosure
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2026
• Št. strani: Str. 23-32
• Številčenje: Vol. 17, no. 2
• PID: 20.500.12556/RUL-183303
• UDK: 655
• ISSN pri članku: 2217-379X
• COBISS.SI-ID: 281115651
• Datum objave v RUL: 12.06.2026

Gradivo je del revije

• Naslov: Journal of graphic engineering and design : JGED
• Skrajšan naslov: JGED, J. Graph. Eng. Des.
• Založnik: University of Novi Sad, Faculty of Technical Sciences, Department of Graphic Engineering and Design
• ISSN: 2217-379X
• COBISS.SI-ID: 257662727

Licence

• Licenca: CC BY-SA 4.0, Creative Commons Priznanje avtorstva-Deljenje pod enakimi pogoji 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by-sa/4.0/deed.sl
• Opis: Ta licenca Creative Commons je zelo podobna običajni licenci Priznanje avtorstva, vendar zahteva, da so materialne avtorske pravice na izpeljanih delih upravljane z enako licenco.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: umetna inteligenca, grafično oblikovanje, fotografija, percepcija potrošnikov, oglaševanje, razkritje avtorstva

Projekti

• Financer: ARIS - Javna agencija za znanstvenoraziskovalno in inovacijsko dejavnost Republike Slovenije
• Številka projekta: P2-0450-2024
• Naslov: Inovativna grafična tehnologija