The Effects of Perceived AI Use On Content Perceptions

There is a potential future where the content created by a human and an AI are indistinguishable. In this future, if you can’t tell the difference, does it matter? We conducted a 3 (Assigned creator: human, human with AI assistance, AI) by 4 (Context: news, travel, health, and jokes) mixed-design experiment where participants evaluated human-written content that was presented as created by a human, a human with AI assistance, or an AI. We found that participants felt more negatively about the content creator and were less satisfied when they thought AI was used, but assigned creator had no effect on content judgments. We also identified five interpretations for how participants thought AI use affected the content creation process. Our work suggests that informing users about AI use may not have the intended effect of helping consumers make content judgments and may instead damage the relationship between creators and followers.