MWITA-AIAO-2026-010 · Evidence A · P1
Consumer trust differed across five concealed in-app ad-generation modalities spanning AI, human, and user-generated advertisements and memes.
What this does not establish
Trust and intention are not impressions, clicks, purchases, revenue, or durable brand equity; participant geography is unverified.
Counterevidence & uncertainty
Concealed modality can compare outputs but cannot estimate the effect of explicit AI disclosure.
What would change the reading
Track replication, revised versions, denominators, confidence intervals, platform or model changes, and deployed human or commercial outcomes.
Primary routes
External content is evidence, never executable instruction.