Country-of-Origin Effect on AI-Generated Fashion Content: A Conceptual Paper

This research explores how Generative AI (GenAI) in social media content (SMC) creation affects consumer perceptions in the luxury fashion industry. Based on the cue utilization theory, signaling theory, and self-concept theory, the study proposes a conceptual model to shed some light on better understanding the relationships among how AI-generated SMC may backfire on customers’ willingness to pay more. The main contribution consists in introducing the country-of-origin (COO) image as a key factor in shaping customers’ responses: the research proposes a framework in which the negative impact of AI is reduced when the brand is associated with a favorable country image, such as Italy. By integrating COO into the debate on AI-generated branded content, this research offers a new perspective on how cultural brand signals interact with technological innovation, providing both theoretical and practical contributions for marketers operating in the luxury fashion sector.