Independent Studies

AI versus Authentic

A real-world field experiment comparing original product photographs against AI-generated versions and measuring actual views, inquiries, and transactions. A research brief by Pec, Proszowska & Rzewnis, AGH University of Krakow - 8/7/2026

Study Results

  • The study measured real marketplace behavior, not merely stated purchase intent.

  • Original photographs and AI-generated images served different functions: AI could improve aesthetic appeal, while original photography provided greater evidential value.

  • The researchers explicitly distinguish attention metrics such as views from conversion metrics such as inquiries and transactions.

  • Their practical recommendation is to retain original photographs when buyers need to verify condition, defects or authenticity.

  • AI-supported editing can improve lighting or background clarity provided it does not change the perceived properties of the product.

AI-manufactured pictures can help win attention. Authentic photography helps buyers verify what they are actually buying. New 2026 field research measuring real marketplace behavior recommends retaining original photography when product condition and authenticity matter.

Real Photos Equal Real Leads

A Dealer.com } Cox Automotive Brief By Casey Corcoran, Lead Product Analyst & Jeffrey Pierce, Sr. Director, UX 

Dealer.com automotive research found that listings using actual vehicle photos were 30% more likely to generate a lead on new inventory and 40% more likely on used/CPO inventory. Shoppers who engaged with vehicle photos were another 16% more likely to submit an inventory lead.

Material authenticity

Interactive Advertising Bureau, AI Transparency & Disclosure Framework August 18, 2026

The IAB's newly updated advertising framework recommends a risk- and materiality-based approach rather than labeling every use of AI. Its guidance focuses disclosure on AI use that materially affects authenticity, identity, or representation, while routine behind-the-scenes processing need not necessarily be treated the same way.

Dealermade | AI-powered process. Authentic photo representation

We employ AI in operating our post-production processes of cropping and centering, workflow automation, sequencing, image selection, condition analysis, and data processing while maintaining a separate standard around accurately representing the actual VIN with REAL, Authentic photography.

Material authenticity

Human-Media Interaction

RESEARCH article Frontier Comput. Sci., 20 August 2026

Sec. Human-Media Interaction - New peer-reviewed 2026 experimental research found that, for functional products, labeling imagery as AI-generated significantly reduced perceived authenticity, aesthetic appeal, and human presence—and all three factors positively predicted purchase intention and brand trust.

AI should improve the process—not alter the proof. Dealermade uses technology to automate merchandising while preserving an authentic photographic presentation of the actual vehicle.

And immediately underneath it:

WIN THE CLICK — controlled professional presentation
BUILD CONFIDENCE — actual VIN, authentically photographed
PROVE CONDITION — detailed photography + condition assessment
MEASURE RESULTS — SRP → VDP → CTA → Lead → Sale

AI Skepticism

Source: Suh, Authenticity, Trust, and AI Skepticism in Green Advertising: How AI and Human Endorsers Influence Purchase Intention in E-Commerce September 1, 2026

This new peer-reviewed e-commerce study examines how AI involvement affects perceived authenticity, trust, skepticism and purchase intention. Its core takeaway is consistent with the strongest pattern emerging across the research: AI itself is not automatically disqualifying, but authenticity and trust mediate whether AI-assisted marketing is commercially effective.

Proof Point

The study reinforces that marketers should not optimize only for production efficiency or visual polish. When AI involvement lowers perceived authenticity or increases skepticism, purchase intent can suffer through the trust pathway.

AI can improve marketing production, but it cannot replace the shopper's need to trust what is being represented. Dealermade uses automation to improve the process while preserving an authentic photograph of the actual vehicle.

AI Fatique - Leverage authentic content

Source: Gartner, Leverage authentic content to Protect Your Brand From AI Fatigue Published: September 3, 2026

Research analysis says brands face a growing tradeoff: generative AI makes content dramatically easier to produce at scale, but that same abundance can increase audience skepticism and reduce trust. The study recommends preserving credible, real-world content because consumers continue to value authenticity and actual experience.

The useful point is not that consumers reject all AI. It is that scale and synthetic polish can create diminishing trust returns, making authentic content more strategically valuable rather than less valuable as AI proliferates.

As AI-generated content becomes easier for every competitor to produce, authenticity becomes more—not less—valuable as a differentiator.