Made with AI: Consumer Engagement with Social Media Containing AI Disclosures

Abstract

Social media shapes how people connect, communicate and consume information. As generative artificial intelligence (AI) becomes an increasingly common tool for content creation, many platforms have introduced disclosure requirements to inform consumers when content has been created or significantly edited by AI. Yet, little is known about how such AI-generated content (AIGC) disclosures influence consumer engagement—a key metric for creators, platforms, and brands—in part due to the unique setting of social media relative to other examinations of responses to AI. This research examines whether and why AIGC disclosures affect engagement on social media. Analysis of engagement behavior on TikTok following the introduction of AIGC disclosures and six preregistered experiments find that disclosures reduce consumer engagement. This reduction does not stem from content-related explanations such as lower perceived quality or concerns about manipulation. Instead, we identify a novel process: AIGC disclosures reduce parasocial connection—one-sided emotional bonds between consumers and creators—by signaling reduced effort from the creator. As such, disclosures that signal greater effort can mitigate reductions in engagement. We discuss the implications of these findings for platform policy, content creator strategy, and the future design of AI disclosure practices.