Artificial intelligence (AI) in marketing has gained significant interest and adoption recently, which makes it an important research topic. The purpose of the study was to explore how the integration of AI can be utilized efficiently in marketing creation, the applicability in its current state, and consumers perception of marketing material generated by AI. The study was based on a multi-method approach consisting of qualitive interviews with advertisement agencies, two experiments with AI, focus groups to gather consumer perceptions and attitudes, and a content analysis to evaluate AI’s ability to create marketing strategies compared to professional agencies. The study further incorporated theoretical frameworks from previous research to get a more comprehensive perspective.  The findings provide insights into how the AI models ChatGPT and Dall-E can support marketers in both the strategic and creative process. Furthermore, the study also identifies a consumer skepticism that negatively affects their perceptions towards AI-generated material, and that there are significant ethical considerations that must be addressed when using AI in marketing. Organizations and marketers can use these findings to leverage AI to refine their marketing strategies and creative process.

The use of AI has developed during the recent decades, and the application of it within different markets is continually growing. The application of it within marketing comes with different benefits that allow businesses to engage with the consumer and build a stronger relationship. The more AI is becoming applied in marketing, the more important it is to understand the consumers attitude towards its usage and effect of it on consumer purchase intention. The purpose of this study is to explore the effect of consumer attitudes towards AI- generated content within email marketing on purchasing intention. Theory of planned behavior and diffusion of innovations theory are applied to formulate the hypotheses. The research was conducted using a quantitative method in an experimental context. An online survey divided into two parts was developed and distributed to participants in Sweden in ages from 18 and above. A total of 114 respondents were recorded in the first survey and of those, 71 respondents were recorded in the second survey. The data was then analyzed in SPSS. The results from the survey showed the element of compatibility within the theory of diffusion of innovation having a significant and positive effect on consumers attitude towards AI-usage in marketing. The relationship between the observability element and attitude was found to be non-significant. Additionally, no significant difference was found when comparing the experimental group and the control group. Lastly, attitude towards AI was found to have a significant and positive effect on purchasing intention in the experimental group.

Artificiell intelligens (AI) inom marknadsföring har haft en ökad tillväxt de senaste åren. Marknadsföringen blir i allt större utsträckning datadriven, den tekniska utvecklingen har ständigt påverkat marknadsföringen och visat att AI-baserad marknadsföring kan göra skillnad. Det finns däremot många frågor som behöver besvaras innan AI kan användas på ett etiskt och effektivt sätt. Forskare uppmanar att analysera faktorer som påverkar konsumenters attityder till AI-baserad marknadsföring. Syftet med studien är därför att analysera hur upplevd integritetsrisk, upplevt förtroende och upplevda fördelar påverkar svenska konsumenters attityder till AI-baserad marknadsföring inom e-handel. Konsumentattityderna beskrivs i termer av känslomässig respektive kalkylmässig attityd. Metoden som användes var kvantitativ med en deduktiv ansats. Studien tog grund i en tvärsnittsdesign där en enkätundersökning utfördes. Webbenkäten publicerades på Facebook, Instagram och Snapchat där 102 respondenter besvarade den, varav 99 svar analyserades. Korrelationsanalys och regressionsanalyser skapades sedan i det statistiska dataprogrammet SPSS. Därefter bekräftades eller förkastades hypoteserna. Studien resulterade i att två av fyra hypoteser kunde bekräftas, vilka var hypoteserna H3a och H3b. Därmed blev slutsatsen, att upplevda fördelar påverkar svenska konsumenters attityder till AI-baserad marknadsföring inom e-handel positivt. Faktorerna upplevd integritetsrisk och upplevt förtroende är inte drivande faktorer för svenska konsumenter med en känslomässig attityd till AI-baserad marknadsföring. Upplevda fördelar påverkar den känslomässiga attityden vilket indikerar på att konsumenters känslomässiga attityd drivs av de praktiska aspekterna. Nyckelord: / Artificial Intelligence (AI) within marketing has had an increased growth in recent years. Marketing is becoming increasingly data-driven, the technological development constantly influences marketing and shows that AI-based marketing can make a difference. However, numerous questions need to be answered before AI can be used in an ethical and effective way. Researchers urge to examine factors that affect consumer attitudes towards AI-based marketing. The purpose of the study is therefore to analyze how perceived privacy risk, perceived trust and perceived benefits affect Swedish consumers attitudes to AI-based marketing within e-commerce. Consumer attitudes are described in terms of affective respective calculative attitude. The method used was quantitative with a deductive approach. The study was based on a cross-sectional design where a survey was carried out. The web survey was published on Facebook, Instagram and Snapchat where 102 respondents answered, of which 99 answers were analyzed. Correlation analysis and regression analyses were then created in the statistical data program SPSS. The hypotheses were then either confirmed or rejected. The study resulted in two out of four hypotheses being confirmed, the ones that could be confirmed were hypotheses H3a and H3b. Thus, the conclusion was that perceived benefits positively affect Swedish consumers’ attitudes towards AI-based marketing within e-commerce. The factors perceived privacy risk and perceived trust are not driving factors for Swedish consumers with an affective attitude to AI-based marketing. Perceived benefits affect the affective attitude which indicates that the consumer’s affective attitude is driven by the practical aspects.