Artificial Intelligence (AI) as a digital technology is a substitute for all aspects of physical and cognitive human activities. It also impacts content marketing practice, such as the production and distribution of content. Artificial intelligence-generated content (AIGC) has shown potential in those marketing activities. However, recent studies have tended to focus on the consumers’ confidence crisis on AIGC. Marketers further see Social Media Influencers (SMI) as instrumental in attempting to increase their consumer bases, and the frequency of engagement with content marketing. However, recent research on SMIs has focused on content marketing activities, rather than content generation. Hence, this study addresses a research gap related to AIGC and Consumer Trust(CT). It sets out to shed light on the impact of AIGC on consumers and examines the extent to which AIGC might be useful to win the trust of consumers. It also examines how marketers and brands can use AIGC appropriately in their SMIs marketing activities. This study applies a qualitative approach to identify 55 relevant publications on this topic, this study explores the use of AIGC in content marketing to win CT. Four themes are identified: Content Production, Content Distribution, Content Analysis and Content Engagement. The study also identifies a number of practical suggestions aimed at content marketing practitioners which highlight the benefits and drawbacks of AIGC.

Xi Jiang, Zhigang Wu, Fu Yu. Constructing Consumer Trust through Artificial Intelligence Generated Content. Academic Journal of Business & Management (2024) Vol. 6, Issue 8: 263-272. https://doi.org/10.25236/AJBM.2024.060839.

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