Balancing Innovation and Credibility: Customer Perception of AI – Generated Content of Legal Brands South Africa.

Sammour, Ammar, Yamoah, Fred A. and Faye, Sainey (2026) Balancing Innovation and Credibility: Customer Perception of AI – Generated Content of Legal Brands South Africa. In: At the Crossroads of Local and Global Disruptions: Transforming Organisations for Africa’s Future., 19th - 23rd May 2026, Manouba, Tunisia.

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Abstract

This study investigates South African digital natives’ perceptions of AI-generated marketing content and its influence on brand evaluation. Through semi-structured interviews with twelve participants selected via self-selection and snowball sampling, the research applies thematic and textual analysis within a qualitative framework to uncover nuanced consumer responses. Findings reveal that AI authorship elicits mixed reactions: while AI-generated brand personality is often viewed as innovative and forward-thinking, it also raises concerns about authenticity and originality. Brand performance is associated with efficiency and reduced human effort yet questioned for its lack of depth and personalisation. Brand consideration and credibility are shaped by both the perceived quality of AI-generated content and the extent of human involvement. Participants demonstrated an ability to identify AI-generated material and relied on existing schemas to interpret its impact. These insights offer strategic guidance for South African marketers, highlighting the importance of maintaining content quality, meeting consumer expectations, and integrating human oversight to mitigate potential drawbacks. The study also underscores the need for AI developers to refine algorithms for greater contextual relevance and diversity in marketing outputs. The emerging market context contributes to the broader discourse on consumer acceptance of AI in marketing, offering valuable implications for brand communication strategies in digitally evolving environments.

Item Type:	Conference or Workshop Item (Paper)
Divisions:	College of Leadership and Innovation > Business, Management and Marketing
Depositing User:	Research and Knowledge Exchange Office Admin 1
Date Deposited:	05 Aug 2026 11:50
Last Modified:	01 Oct 2026 11:43
URI:	https://bnu.repository.guildhe.ac.uk/id/eprint/21462

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