Can Algorithms Be Trusted? Consumer Trust and Loyalty in AI-Generated Brand Communication

Authors

Sarolta Ács
Budapest Metropolitan University, Faculty of Business, Communication and Tourism
https://orcid.org/0009-0006-3228-1558
András Szeberényi
Budapest Metropolitan University, Institute of Marketing and Communication
https://orcid.org/0000-0002-1387-0350
Sara Deidda
University of Cagliari, Faculty of Humanities
https://orcid.org/0009-0002-3027-6107
DOI: https://doi.org/10.18690/um.epf.7.2026.35

Synopsis

This study systematically examines how generative artificial intelligence (AI) in brand communication, such as AI-generated social media content, marketing copy, chatbots, and virtual influencers, affects consumer trust and loyalty. Following PRISMA guidelines, a structured literature search was conducted in Scopus and Web of Science. After deduplication and screening, 165 peer-reviewed articles were included in the final analysis. Using thematic categorization, studies were grouped by AI application and trust-related constructs to identify dominant mechanisms and moderators. The findings indicate that AI-mediated communication can both enhance and undermine consumer trust. Competence-based trust is frequently observed in chatbot interactions, whereas generative AI content and AI influencers produce more conditional effects shaped by disclosure, perceived authenticity, anthropomorphism, and cultural context. Despite increased engagement, undisclosed or misaligned AI use may weaken credibility and long-term loyalty. The review highlights conceptual fragmentation and limited longitudinal evidence, proposing a conditional trust formation framework to guide future research on AI-mediated consumer–brand relationships.

Author Biographies

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

András Szeberényi, Budapest Metropolitan University, Institute of Marketing and Communication

Dr. habil. András Szeberényi is a Habilitated College Professor and the Head of the Marketing Department at Budapest Metropolitan University, Institute of Marketing and Communication. He holds a habilitation in Economics and Organizational Sciences. He has been researching various dimensions of sustainability since 2012, with a strong focus on regional and generational studies. Since 2022, his research has expanded to examine the socio-psychological effects of climate anxiety and the integration of artificial intelligence in these domains. He possesses significant expertise in higher education, training, and scientific research.

Budapest, Hungary. E-mail: szeberenyi.andras@sze.hu

Sara Deidda, University of Cagliari, Faculty of Humanities

Sara Deidda is a PhD student in Philosophy, Epistemology, and Human Sciences at the University of Cagliari, with a background in languages and communication and a specific expertise in brand strategies and digital marketing. Her research focuses on the strategic and ethical implications of artificial intelligence in social media marketing. 

Cagliari, Italy. E-mail: sara.deidda@unica.it

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Volume

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

Pages

667-684

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

Ács, S., Szeberényi, A., & Deidda, S. (2026). Can Algorithms Be Trusted? Consumer Trust and Loyalty in AI-Generated Brand Communication. 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. 667-684). University of Maribor Press. https://doi.org/10.18690/um.epf.7.2026.35