Brief Introduction

Generative Artificial Intelligence (GenAI) is reshaping digital content creation and transforming how firms engage with consumers. In marketing and e-commerce contexts, AI-Generated Content (AIGC), including advertising messages, product descriptions, visual creatives, and personalized recommendations, has become increasingly embedded in brand communication strategies, fundamentally altering brand–consumer interactions. Recent studies suggest that AIGC can significantly influence consumer psychology, emotional responses, perceived trust, and behavioral decision-making. Despite its growing adoption, the impact of AIGC on consumer engagement remains not fully understood. As consumers encounter AIGC more frequently across digital platforms, important questions emerge. How do consumers evaluate and respond to AIGC in terms of key engagement outcomes such as click-through rates, sustained attention, sharing behavior, and purchase intention? What is the impact mechanism? What contextual factors such as content type, disclosure, platform characteristics, or product attributes, shape the effectiveness of AIGC in engaging consumers?

This track seeks to advance understanding of the relationship between AI-generated content and consumer engagement. We invite empirical, experimental, and analytical research that examines how AIGC influences consumer perceptions, participation behaviors, and engagement outcomes in digital marketing and e-commerce, contributing to theory and practice in the algorithmic age.

Topics

1. Psychological mechanisms of consumer interaction with AIGC.
2. Comparative effectiveness of AIGC versus User-Generated Content (UGC) and Professional-Generated Content (PGC) on consumer engagement.
3. Multimodal AIGC (text, images, videos, audio) and its impact on consumer attention, emotion, and engagement behavior.
4. AIGC in influencer marketing and virtual influencers.
5. Consumer reactions to AIGC disclosure, transparency, and ethical concerns in e-business.