AI-generated marketing videos, consumer trust, and perceived deception on social media: a prisma-based systematic literature review

Abstract

This article reviews how AI-generated marketing videos and related synthetic social media advertising formats influence consumer trust and perceived deception. The review is important because generative AI allows brands to create humanlike voices, virtual endorsers, simulated product scenes and personalized video content at low cost. A PRISMA-guided systematic literature review was conducted using Scopus, Google Scholar, OpenAlex, Crossref and publisher pages. Search terms covered AI-generated advertising, deepfakes, virtual influencers, disclosure, persuasion knowledge, trust, authenticity and deception. After duplicate removal and screening, 58 core studies were synthesized thematically. The literature indicates that consumers do not automatically reject AI-generated marketing videos. However, trust decreases when AI creates ambiguity about source identity, product evidence, commercial intent or data-driven personalization. Disclosure can support trust, but only when it is visible, specific and meaningful. The article integrates AI advertising, virtual influencer, deepfake, disclosure and consumer trust research into a framework for responsible synthetic video marketing.