Generative AI has ushered in the ability to generate content that closely mimics human contributions, introducing an unprecedented threat: Deployed en masse, these models can be used to manipulate public opinion and distort perceptions, resulting in a decline in trust towards digital platforms. This study contributes to marketing literature and practice in three ways. First, it demonstrates the proficiency of AI in fabricating disinformative user-generated content (UGC) that mimics the form of authentic content. Second, it quantifies the disruptive impact of such UGC on marketing research, highlighting the susceptibility of analytics frameworks to even minimal levels of disinformation. Third, it proposes and evaluates advanced detection frameworks, revealing that standard techniques are insufficient for filtering out AI-generated disinformation. We advocate for a comprehensive approach to safeguarding marketing research that integrates advanced algorithmic solutions, enhanced human oversight, and a reevaluation of regulatory and ethical frameworks. Our study seeks to serve as a catalyst, providing a foundation for future research and policy-making aimed at navigating the intricate challenges at the nexus of technology, ethics, and marketing.

AI引发了对公众意见的操纵和扭曲，本研究以三个方面为基础，展示了AI制造虚假UGC的能力，量化了UGC对市场研究的干扰影响，并提出和评估了高级检测框架，呼吁综合手段保护市场研究的安全，包括高级算法解决方案、人工审核和伦理规范，为未来研究和制定政策提供基础。

保护市场研究：AI制造的虚假信息的产生、识别和缓解