AI has evolved at such a rapid speed that its adoption in marketing has led to the use of AI-generated content (AIGC). This raises an important question about consumer perception and trust. This scoping review aims to map and synthesize consumers' perceptions of AI-generated content in marketing contexts based on recent research. Guided by the PRISMA-ScR framework and JBI, a systematic search was conducted across ScienceDirect, Scopus, and additional academic sources for studies that were published between 2022 and 2025. From an initial pool of 20,034 studies, only five studies met the inclusion criteria and were included for analysis. Findings indicated that consumers’ reception of the former was mixed. While some studies have shown a positive result for AI-generated texts, the same can’t be said for AI-generated images. This is due to quality concerns in AI-generated images and the perception of being inauthentic. Additionally, the disclosure of AI use showed mixed results and even showed a negative effect when used for CSR or other social campaigns. A hybrid approach where AI assists human creators in creating content is recommended to reduce negative reactions while still retaining efficiency.

Keywords

AI-Generated Content, PRISMA-ScR, Perception, Marketing Strategy.