AI vs human creativity in brand storytelling: A comparative study of narrative authenticity, engagement, and emotional resonance

The advent of artificial intelligence (AI) technologies such as ChatGPT, Jasper, and Midjourney has completely transformed the process of crafting and sharing stories, thereby posing key questions about the creative excellence of machines compared to human beings. This research examines the relative effectiveness of AI-generated versus human-created brand narratives across three important dimensions: perceived narrative authenticity, emotional connection, and consumer engagement. In an experimental approach, two versions of brand stories, one AI-generated and the other human-designed, were both exposed to 200 participants. Emotional reactions, engagement indexes, and perceptions of authenticity were captured through a mix of surveys, sentiment analysis, and eye-tracking devices.