随着生成式AI技术的不断迭代与创新，AI生成模特广告的真实度已逼近真人广告，甚至能突破现实局限，创造出具有超现实身体特征的模特形象。探究消费者对不同真实度AI生成模特广告的反应已成为一个重要议题。在以往AI生成式广告研究的基础上，本研究聚焦于AI生成式广告中模特真实度的效果及其作用机制。通过5项实验，本研究发现：广告中AI生成模特的真实度越高，消费者的反应越为积极。中介机制分析进一步揭示，模特真实度的提升能够显著降低消费者的怪异感，进而激发其更积极的广告态度和购买意愿。此外，广告效果还受到AI披露情况、品牌类型以及品牌知名度因素的调节。具体而言，当品牌方明确披露广告为AI生成，或品牌本身具有较高知名度时，高真实度广告的优势会相对减弱；而对于创新性品牌而言，高真实度广告的优势则显得尤为突出。本研究不仅丰富了AI生成式广告领域的理论研究，还为品牌进行广告宣传提供了具有实践指导意义的管理启示。

With the continuous iteration and innovation of generative AI, the realism of AI-generated model ads is increasingly approaching that of ads featuring real people. AI can even transcend reality, creating models with hyper-realistic physical characteristics. Exploring consumer responses to these types of ads is becoming an important issue. Based on existing literature on AI-generated ads, this study focuses on the effects and mechanisms of models with different degrees of authenticity in AI-generated ads. Through five experiments, this study reveals that the higher authenticity of models in AI-generated ads, the more positive the consumer responses. The mediating effect further indicates that the higher authenticity, the lower eeriness, which in turn leads to more positive advertising attitudes and purchase intentions. The above effect is moderated by AI disclosure, brand type and brand popularity. Specifically, when the brand discloses the AI generation, or when the brand has high popularity, the advantage of lifelike image is significantly reduced; for innovative brand, the advantage is notably enhanced. This study enriches the theoretical research on AI-generated ads and offers valuable management insights for brands to conduct advertising.