Generation Z Perception Towards Ai and Human Copywriting in Maggi Advertisements

Abstract

The increasing use of artificial intelligence (AI) in advertising has intensified scholarly debate regarding the effectiveness of AI-generated versus human-generated copywriting. This study examines how Malaysian Generation Z consumers perceive AI- and human-generated advertising copy in terms of emotional engagement, perceived trustworthiness, and information quality, and how these perceptions influence purchase intention for Maggi products. A qualitative research design was employed, involving semi-structured interviews with six Malaysian Generation Z participants. Data were analysed using thematic analysis supported by NVivo software.The findings indicate that Generation Z consumers demonstrate a stronger preference for AI-generated copy, particularly in relation to emotional engagement and perceived information quality. AI-generated copy was perceived as emotionally resonant due to its alignment with relatable everyday experiences, while also being clearer, more concise, and more informative. Trust was attributed to both AI- and human-generated copy when messages were perceived as authentic, realistic, and aligned with a familiar brand. Importantly, AI-generated copy exerted a stronger influence on purchase intention, driven by its emotional appeal and practical informational value, which enhanced consumer confidence. This study contributes to advertising and copywriting scholarship by offering empirical insights into Generation Z responses to AI-driven advertising within the Malaysian fast-moving consumer goods context, with implications for strategic advertising practice.