Research Takeaway #2: Is the "Created by AI" Label Guilty?

Un pitch d'expert pour poser le sujet, puis un échange ouvert pour questionner, confronter les expériences et faire circuler les points de vue. Le tout dans un format convivial.

Je m'inscris

Advertising, Transparency and Trust: The Consumer Verdict

A prompt in a few seconds. An AI-generated image. A campaign ready to run.

Generative artificial intelligence has made a sensational entry into marketing departments and creative advertising. But what actually happens when a brand reveals that its ad was created by AI? Does this transparency build consumer trust or, on the contrary, trigger skepticism? How does this label affect purchasing intent?

For this second edition of Research Takeaway, ICN Business School’s event that puts research at the heart of professional discussion, we are putting the “Created by AI” label on trial!

45 minutes to get straight to the point:

An expert pitch to set the stage and share recent scientific findings.
An open and interactive debate to challenge your practices and exchange real-world experience.
The final verdict: you, the audience and professionals in attendance, will deliver the judgment.

No abstract theory. Just field-tested research, constructive debate, and actionable insights to immediately apply to your marketing and communication strategies.

Speakers

Sabrine Mallek

Sabrine MALLEK holds a dual PhD in Computer Science from the University of Tunis and in Computer and Automation Engineering from the University of Artois. She initially earned a Bachelor’s degree in Management Computer Science and a Master’s degree in Business Intelligence from ISG Tunisia, followed by a second Master’s degree in Data Mining from the Polytechnic School of the University of Nantes. Dr. MALLEK has served as a Research Professor at both the University of Artois and the University of Lorraine. In addition to her academic career, she has held key roles in the industry, including Head of HRIS Services in the energy sector and Business Intelligence Consultant in Luxembourg. Her research interests center on digital transformation, artificial intelligence, and machine learning, with a focus on applications in marketing, human resources, and finance. She is an active member of several academic and professional associations, including AIS, ICTO, Latitudes, and La Fresque du Climat. Additionally, she serves on the program committees of various international conferences and acts as a reviewer for prestigious international journals.

Nima Bagheri

Nima BAGHERI is a graduate of ICN Business School’s Master in Management (2025–2026 cohort). After two years on a work-study programme in operational marketing at Franfinance (Société Générale Group), he focuses particularly on the applications of artificial intelligence in business. His master’s thesis on transparency in generative AI advertising earned him a spot among the three winners of the competition for best master’s theses on AI and digital transformation, organised by Management & Datascience and supported by the FNEGE.

Will a recording be available?

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No, there will not be a recording available on demand. So please make sure to join us live on the day!

Will there be a Q&A session where I can ask my questions?

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Yes! At least 15 minutes will be dedicated to Q&A and discussion with our academic team and our alumni.