Urban Indian Millennials Have Low Consumer Trust in AI-Generated Rapid Commerce Advertisements on YouTube Shorts

Abstract

The rapid integration of Artificial Intelligence (AI) in online marketing has altered the interactions between the brand and the consumer. The automatic creation of advertisements has become an absolute need in the high-speed quick commerce industry in India instead of a technological choice. Generative AI tools are growing in popularity on platforms such as Blinkit, Zepto, and Swiggy Instamart and are primarily used to generate high-frequency and personalized short video ads, primarily shown in YouTube Shorts. Although the application of this technology enhances scalability, cost-saving and hyper-personalization, it also leads to issues of authenticity, transparency, and ethical disclosure among conscious consumers.
The primary viewers of quick commerce services are urban Indian millennials, 18-35 years of age, who are particularly wary of AI-induced communication. However, they do value convenience and speed, but this population group is getting more suspicious of AI-generated advertisements that are not labeled or synthetic. This conflict is efficiency or trust and that is the central topic of this research. The study examines the influences on consumer trust in AI-generated quick commerce creatives on YouTube Shorts and the impact of the perceived usefulness, ease of use, and transparency labeling on trust, brand attitude, and purchase intention.
The paper integrates the Technology Acceptance Model (TAM) with such attributes of trust as benevolence, integrity, and competence to develop a larger framework that can be applicable in the context of AI-driven advertising. The proposed research design will be the quantitative cross-sectional research, where data will be gathered among 300 urban millennials in Bengaluru, Mumbai, and Delhi. The relationships between the variables will be analyzed with the help of Partial Least Squares Structural Equation Modeling (PLS-SEM).
The reason is that the expected results suggest that the application of transparency labelling, in other words, AI-Made disclosures, have a strong positive impact on perceived integrity and general trust, which is a solid predictor of purchase intention. The study contributes to the theory, as it uses TAM in the context of synthetic media environments and offers realistic conclusions that can be applied to fast commerce brands desiring to enhance AI-based marketing without losing consumer confidence. Making AI trust a part of the fast-moving quick commerce scenario in India, the study will solve significant knowledge gaps in the academic literature and in the industry application.