Baek, THKim, JKim, JH2024-10-022024-10-022024-09-11International Journal of Advertising, ISSN: 0265-0487 (Print); 1759-3948 (Online), Informa UK Limited, ahead-of-print(ahead-of-print), 1-22. doi: 10.1080/02650487.2024.24013190265-04871759-3948http://hdl.handle.net/10292/18094With advancements in generative artificial intelligence (AI) technology, there is a growing concern about its ethical implications, transparency, and consumer reactions to AI-generated content. Building on the persuasion knowledge model and algorithm aversion literature, this study explores the effects of AI disclosure in prosocial advertising on consumer attitudes and donation intentions. The findings of Study 1 indicate that the initial disclosure of AI-generated content leads to unfavourable attitudes towards ads, with perceived ad credibility serving as a mediating factor. In Study 2, participants who perceived AI as more human-like rather than machine-like tended to experience a diminished negative impact of AI disclosure. Study 3 also highlights the crucial role of perceived ad credibility in influencing donation intentions following the disclosure of AI-generated content. The theoretical and practical implications of our findings for social marketers and nonprofit organizations are discussed further.© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.http://creativecommons.org/licenses/by-nc-nd/4.0/35 Commerce, Management, Tourism and Services3503 Business Systems In Context3506 Marketing3507 Strategy, Management and Organisational BehaviourMachine Learning and Artificial Intelligence1505 MarketingMarketing3506 MarketingJournal ArticleOpenAccess10.1080/02650487.2024.2401319