Ezgi (PhD, FHEA) is a Lecturer in Digital Marketing and Social Media Lead at Brunel Business School and a Human-Technology Interaction Researcher. Her primary research interest has focused on the contexts of robotic services, virtual experiences, and the social influence effects in those settings. Ezgi published in international academic journals, such as Annals of Tourism Research, Journal of Consumer Behaviour, and Behaviour & Information Technology. She is the recipient of prestigious funds such as the British Academy/Leverhulme and Marketing Trust and the Best Paper Award in the AMA Winter Conference. Her research was mentioned in prestigious media outlets such as the Conversation and Stanford Social Innovation Review (SSIR). She currently serves in the Editorial Review Board of Psychology & Marketing.
This PhD project explores how consumers respond to the use of generative AI in advertising and marketing communications.
As brands increasingly use AI to create copy, visuals, videos, personalised messages and other promotional content, important questions arise about how this shapes perceptions of authenticity, trust, creativity, persuasion and brand value. While generative AI offers speed, scale and cost efficiency, consumers may not always react positively to content they believe is machine‑generated. The project examines whether, why and under what conditions people respond differently to AI‑generated versus human‑created marketing.
The study uses a multimethod design to capture both depth and causal insight. An initial qualitative phase - using interviews or focus groups - will explore how consumers make sense of AI in advertising, what expectations or concerns they hold and which themes matter most in their evaluations. These insights will inform a quantitative phase using experiments and survey research. Experimental studies may test the effects of factors such as AI versus human authorship, disclosure of AI use, product type and message style on outcomes including trust, perceived authenticity, attitudes towards the advertisement, brand attitudes and purchase intention. Survey data will help examine the role of individual differences, such as prior attitudes towards AI, technology readiness or advertising scepticism.
This research contributes to the growing literature on AI in marketing by extending theories of source credibility, authenticity, persuasion knowledge and consumer trust into the context of generative AI. It offers a clearer understanding of how consumers interpret AI‑enabled brand communication and whether transparency about AI use helps or harms effectiveness. Practically, the project provides timely insights for firms looking to integrate generative AI into advertising in ways that are effective, ethical and aligned with consumer expectations. Overall, it delivers both theoretical and managerial value by clarifying the opportunities and risks associated with generative AI in contemporary marketing communication.
How to apply
If you are interested in applying for the above PhD topic please follow the steps below:
- Contact the supervisor by email or phone to discuss your interest and find out if you would be suitable. Supervisor details can be found on this topic page. The supervisor will guide you in developing the topic-specific research proposal, which will form part of your application.
- Click on the "Apply here" button on this page and you will be taken to the relevant PhD course page, where you can apply using an online application.
- Complete the online application indicating your selected supervisor and include the research proposal for the topic you have selected.
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This is a self-funded topic
Brunel offers a number of funding options to research students that help cover the cost of their tuition fees, contribute to living expenses or both. The UK Government is also offering Doctoral Student Loans for eligible students, and there is some funding available through the Research Councils. Many of our international students benefit from funding provided by their governments or employers. Brunel alumni enjoy tuition fee discounts of 15%.