Investigating How AI Ethics Shape Perceived Advertising Credibility, Consumer Trust, and Purchase Decisions: A Systematic Literature Review

Abstract—The increasing use of Artificial Intelligence (AI) in digital advertising has created a new opportunity for businesses while also raising ethical concerns related to privacy, transparency, authenticity, manipulation, and algorithmic bias. These ethical issues may influence how consumers perceive advertising credibility, develop trust, and make purchase decisions. This study conducts a systematic literature review (SLR) of 44 peer-reviewed articles published in Scopus between 2022 and 2026, using the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) framework. The way ethical aspects in AI-generated advertising content shape perceived advertising credibility, consumer trust, and purchase behavior is examined through content analysis. The findings show that transparent AI disclosure, privacy protection, authenticity, fairness, and explainability improve the perceived credibility of AI-generated advertising. Higher credibility helps build trust because consumers tend to perceive the AI-generated advertising as believable, reliable, and useful, which positively influences purchase decisions. Conversely, inauthenticity, poor explainability, privacy concerns, and manipulation reduce credibility, weaken consumer trust, and lower the likelihood of a consumer's decision to purchase.