Communications in Humanities Research ISSN: 2753-7072
Home> Volumes> Volume CHR Vol.78> Article
Research Article

The Dissemination Effects of AI-Generated Advertising Content on Xiaohongshu: An Analysis Based on User Perceptions and Behavioral Intentions

Jingyan LiWuhan Polytechnic University*

* Corresponding author: [email protected]

Abstract

Due to the rapid advancement of generative artificial intelligence technology, AIGC applications are becoming more prevalent in the marketing sector. More people are able to independently create AI-generated images and movies due to the widespread use of AI applications on the internet. Users continue to differ on this type of content. This study examines consumers' behavioral intentions and perceptions of the differences between AI-generated and conventional human-created advertisements using a scenario-simulation questionnaire survey on the Xiaohongshu platform. The findings demonstrate that although AI-generated advertisements are quite good at first capturing viewers' attention, they have significant shortcomings in terms of inspiring emotional resonance and social sharing intent. According to data analysis, "perceived unnaturalness" is the primary psychological mediating process that underlies this paradox in communication. According to this study, advertisements created by humans have a clear advantage when it comes to influencing user attitudes and behavior. This study gives strategic insights for brand marketing techniques as well as empirical support for comprehending the bounds of AIGC's social media dispersion.

Keywords: Xiaohongshu; effectiveness paradox; psychological mechanisms; AI-generated advertising; and communication effectiveness
Published: January 12, 2026
DOI: 10.54254/2753-7064/2026.HT31153
Volume: CHR Vol.78
pp. 193-200
Download PDF

References

  1. Deng, J. (2023) Content Production and Dissemination by Generative AI: Revolution and Challenges. Journalist, 5, 45–56.
  2. Araujo, T., de Vreese, C.H., Helberger, N. and Kruikemeier, S. (2020) We Trust AI? Views on Artificial Intelligence's Automatic Decision-Making. AI & Society, 35(3), 611–623.
  3. Wang, C. and Li, F. (2022) How Can Advertisements on Social Media Grab Users' Attention? Proof from Studies Using Eye Tracking. Journal of International Affairs, 44(8), 120–142.
  4. Luo, X., Qu, Z., Fang, Z. and Tong, S. (2023) Frontiers: Human vs. Machine: How AI Artistry Affects Consumers' Intentions to Buy. Marketing Journal, 87(4), 1–15.
  5. Bai, M. and Zhou, Y. (2021) The Phenomenon, Processes, and Approaches Beyond the “Uncanny Valley” Effect in Brand Human-AI Communication. Foreign Economics & Management, 43(11), 134–148.
  6. Li, H. (2025) AI-Driven Creativity and Individualized Expression in Commercial Content. Knowledge Economy, 28, 20–22+26.
  7. Board of Editorials. (2025) Highlights of the 21st China Advertising Forum: Three In-Depth Discussions Defining the Parameters of the Advertising Industry's AI-Driven Future. Modern Advertising, 14, 8–14.
  8. Board of Editorials. (2025) AI Transforms the Advertising Environment; Brand Development Necessitates “Technological Empowerment + Internal Capability Cultivation, ” According to Zhang Guohua, China Advertising Association. Modern Advertising, 14, 18–19.
  9. Luo, L. (2025) Maximizing the Efficacy of Communication in AI Advertising for E-Commerce. Information Science & Technology, 23(17), 26–28.
  10. Hou, X. (2025) AI and the Advertising Sector: A Partner or a Rival? Public Relations International, 15, 83.