Evaluating the Role of AI in Marketing: A Strategic Analysis for a Pakistani Mineral Water Brand

Abstract

This research project investigates the effectiveness and audience perception of human-made versus AI- generated content for a bottled water brand, ArkEssence, on Instagram. As digital content creation evolves with the rise of AI tools, brands face a critical decision in choosing the most impactful content type to engage their audience while maintaining brand authenticity and trust. The primary objective of this study was to perform a strategic analysis of ArkEssence’s existing Instagram content—comprising 18 static posts and reels—categorized by content source (human or AI) and appeal type (rational, emotional, neutral, etc.). To determine audience response, we conducted both digital and physical surveys. Static post results were collected through a Google Form survey (50 respondents), while reel-based responses (50 respondents) were gathered physically by showing participants the content and recording their feedback. Survey results revealed that while AI-generated content was often perceived as more professional and visually polished, human-made content generally evoked higher trust and greater likelihood of purchase. Reels, particularly those with emotional or neutral appeals, showed strong performance in terms of engagement. However, AI-generated reels slightly outperformed human-made ones in terms of shares and saves, despite receiving fewer views. The research concludes with strategic recommendations for ArkEssence, suggesting a balanced content strategy that combines the professional appeal of AI tools with the trust-building nature of human creativity. This hybrid approach can enhance engagement, brand recall, and consumer trust in an increasingly competitive digital marketplace.