AI vs. Human-Written Email Marketing: Consumer Insights for Sustainable Communication
Author:Carmen Acatrinei and Claudia Maria Miu
JEL:M31, M37, O33
DOI:10.24818/EA/2025/S19/1256
Keywords:Artificial intelligence (AI), email marketing, consumers, sustainability, technology acceptance
Abstract:
In the context of the rapid adoption of artificial intelligence in digital marketing, practitioners face uncertainties regarding the actual effectiveness of content generated with the help of AI compared to that written by humans. This study offers a systematic comparison between email marketing campaigns created using AI (ChatGPT, Claude, Gemini) and those written by humans, employing an experimental design involving 364 Romanian members of Generation Z (ages 19-25). Each participant evaluated four types of content across twelve efficiency dimensions in a two-phase protocol that enabled the measurement of attitudes both before and after the disclosure of the message source. The results demonstrate the statistical superiority of messages generated with the help of AI across all evaluated dimensions, with distinct specialisations among the models: Claude excels in relationship-building dimensions (naturalness, professionalism), Gemini outperforms in conversion indicators (persuasiveness, completeness), while ChatGPT optimises communication clarity (message clarity, conciseness). The strategic disclosure of the AI source significantly increased consumer acceptance, empirically validating the theory of quality surprise: participants who perceived the quality of AI as exceeding their initial expectations showed significant improvements in attitudes toward automated communication. Theoretically, the study contributes by validating the theory of quality surprise in the context of AI-assisted communication, and practically, by developing an empirical framework for selecting AI tools based on functional specialisations, thus facilitating sustainable and transparent adoption decisions for marketing professionals