Research led by Dr. Rita Ngoc To and Dr. Yi-Chia Wu has been recognized for a paper examining how consumers perceive luxury brands as inauthentic and low effort when they use AI-generated advertisements generated by artificial intelligence (AI). The paper also discusses how this negative response can be reversed when AI is used creatively rather than through standard designs.<\/p>\n\n\n\n
Titled \u201cWhen AI Doesn\u2019t Sell Prada: Why Using AI\u2011Generated Advertisements Backfires for Luxury Brands\u201d,<\/a> the paper was co-written by Dr. Rita Ngoc To, Dr. Yi-Chia Wu, Parichehr Kianian and Zhe Zhang. The paper has received the 2025 Journal of Advertising Research Best Paper Runner\u2011Up Award and an Australian Business Deans Council (ABDC<\/a>) ranking of “A\u201d.<\/p>\n\n\n\n This research was funded by the President’s Excellence in Research Scholars (PERS)<\/a> grant. The support from Tarleton State University\u2019s Division of Research, Innovation and Economic Development made this recognition possible.<\/p>\n\n\n\n To learn more about the award announcement, please visit <\/p>\n\n\n\n (3) Post | LinkedIn<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":" Research led by Dr. Rita Ngoc To and Dr. Yi-Chia Wu has been recognized for a paper examining how consumers perceive luxury brands as inauthentic and low effort when they …<\/p>\n","protected":false},"author":960,"featured_media":8327,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","wds_primary_category":1,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8326","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"author_meta":{"display_name":"swmmangold1","author_link":"https:\/\/www.tarleton.edu\/research\/author\/swmmangold1\/"},"featured_img":"https:\/\/www.tarleton.edu\/research\/wp-content\/uploads\/sites\/67\/2026\/04\/JAR_Rita-To-Yi-Chia-Wu_Best-paper-runner-ups-300x169.jpg","coauthors":[],"tax_additional":{"categories":{"linked":["Uncategorized<\/a>"],"unlinked":["Uncategorized<\/span>"]}},"comment_count":0,"relative_dates":{"created":"Posted 3 weeks ago","modified":"Updated 3 weeks ago"},"absolute_dates":{"created":"Posted on April 2, 2026","modified":"Updated on April 2, 2026"},"absolute_dates_time":{"created":"Posted on April 2, 2026 3:05 pm","modified":"Updated on April 2, 2026 3:06 pm"},"featured_img_caption":"","series_order":"","_links":{"self":[{"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/posts\/8326","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/users\/960"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/comments?post=8326"}],"version-history":[{"count":2,"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/posts\/8326\/revisions"}],"predecessor-version":[{"id":8330,"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/posts\/8326\/revisions\/8330"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/media\/8327"}],"wp:attachment":[{"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/media?parent=8326"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/categories?post=8326"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tarleton.edu\/research\/wp-json\/wp\/v2\/tags?post=8326"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}