Artificial Authenticity: The Transparency Paradox in SME Marketing

Authors

Krisztina Finta
Budapest Metropolitan University, Faculty of Business, Communication and Tourism
https://orcid.org/0009-0007-6015-9434
Luca Utassy
Budapest Metropolitan University, Faculty of Business, Communication and Tourism
Sarolta Ács
Budapest Metropolitan University, Faculty of Business, Communication and Tourism
https://orcid.org/0009-0006-3228-1558
Csaba Dezső Dér
Budapest Metropolitan University, Faculty of Business, Communication and Tourism
DOI: https://doi.org/10.18690/um.epf.7.2026.34

Synopsis

This study examines how disclosure of Generative AI usage in SME marketing creates a "Transparency Paradox" that simultaneously demands and undermines consumer trust. An integrative literature review synthesizes empirical studies on AI disclosure effects with Signaling Theory and the Integrative Model of Organizational Trust, focusing on customer-facing communications where source authenticity underpins SMEs’ competitive advantage. The analysis identifies a core tension: while customers demand transparency, explicit AI labeling triggers a "Word-of-Machine" effect and a Personalization Paradox, reducing perceived value and emotional connection in hedonic contexts; conversely, concealing AI usage constitutes "AI-washing," risking reputational damage upon exposure. For SMEs relying on relational proximity as a core asset, this paradox is damaging. Given limited longitudinal evidence, findings draw on case studies and cross-contextual inference. The research demonstrates that technical transparency is insufficient; SMEs require 'Artificial Authenticity' strategies emphasizing human-in-the-loop oversight, linking ethics washing to psychological rejection of automated agency in SME marketing.

Author Biographies

Krisztina Finta, Budapest Metropolitan University, Faculty of Business, Communication and Tourism

Krisztina has been working in digital marketing for more than 10 years, with a strong focus on campaign planning, data analysis, and the application of AI-based tools. As Marketing Manager of Oszkár Telekocsi, she played an active role in both strategic and operational functions. She currently works as an independent consultant and teaches Social Media and SME Marketing at Budapest Metropolitan University, where the integration of AI solutions is a key focus of her courses.

Budapest, Hungary. E-mail: kfinta@metropolitan.hu

Luca Utassy, Budapest Metropolitan University, Faculty of Business, Communication and Tourism

Luca has been working as a full-stack marketing professional for many years, with a primary focus on digital and performance marketing. For nearly 10 years, she has been strengthening the teams of educational institutions, while also teaching Search Engine Marketing at Budapest Metropolitan University. She is deeply committed to the well-being of international students, and her research frequently focuses on the experiences and challenges of foreigners.

Budapest, Hungary. E-mail: luca.utassy@gmail.com

Sarolta Ács, Budapest Metropolitan University, Faculty of Business, Communication and Tourism

Sarolta has been working in the field of PR and communication for more than ten years, contributing to international brand campaigns and agency projects. Her research examines how artificial intelligence is transforming trust, corporate reputation, and the functioning of the PR profession. She is currently a doctoral candidate at Széchenyi István University and a lecturer at Budapest Metropolitan University.

Budapest, Hungary. E-mail: saci.acs@gmail.com

Csaba Dezső Dér, Budapest Metropolitan University, Faculty of Business, Communication and Tourism

Csaba Dezső Dér. Dezső Dér is Associate Professor and Head of the Marketing and Communication Institute at Budapest Metropolitan University, where he has taught since 2008. He earned his PhD in history from Eötvös Loránd University in 2010. His research focuses on cultural sustainability and the role of marketing communication trends in promoting cultural consumption. In practice, he has contributed to innovative cultural projects such as the National Anniversaries publication series, the National Memory Program of the Republic of Hungary, and the “We, Hungarians” visitor and educational center.

Budapest, Hungary. E-mail: cder@metropolitan.hu

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Volume

Sustainable Governance in the Age of Artificial Intelligence: Interdisciplinary Perspectives on ESG, Digital Transformation and Corporate Responsibility

Pages

646-666

Published

July 3, 2026

Categories

Copyright (c) 2026 University of Maribor, University of Maribor Press

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Finta, K., Utassy, L., Ács, S., & Dezső Dér, C. (2026). Artificial Authenticity: The Transparency Paradox in SME Marketing. In J. Belak & S. Oberman Peterka (Eds.), Sustainable Governance in the Age of Artificial Intelligence: Interdisciplinary Perspectives on ESG, Digital Transformation and Corporate Responsibility (pp. 646-666). University of Maribor Press. https://doi.org/10.18690/um.epf.7.2026.34