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Abstract
This cross-cultural study investigated the impact of consent type (granted by the family vs. individual) in video ads featuring AI-generated delebs (deceased celebrities) on adults from two different countries: the United States and Brazil. Results show that individual consent was associated with significantly greater cultural acceptance among participants from the United States, while family consent did not lead to significant differences. Moderated mediation analyses revealed that cultural acceptance mediated the effect of country of nationality on attitudes toward the ad (Aad), purchase intention for oneself, and purchase intention for others under the individual consent condition, but not on willingness to share the ad. This study offers insights for brands, practitioners, regulatory bodies, celebrities, and delebs' families as they navigate the strategic considerations of this emerging practice.