Kaufentscheidungen im digitalen Zeitalter: Die Rolle von User Generated Content und Künstlicher Intelligenz entlang der Customer Journey

The digitalized communication landscape has revolutionized consumer purchasing behavior, with User Generated Content (UGC) playing a central role. UGC significantly influences the customer journey, particularly in the phases of awareness, consideration, and purchase. The use of AI in UGC is viewed as particularly critical, as consumers may perceive artificially generated content as inauthentic or unreliable, thereby intensifying the so-called "uncanny valley" effect. Companies must understand the dynamics of UGC and respond to the increasing presence of AI-generated content in order to foster trust and purchase intention. This study explores the importance of authenticity in UGC and the challenges of dealing with AI-generated content in the context of digital consumer behavior.