Visual saturation in the age of generative AI: AI-generated content and user engagement

Abstract

The rapid development of generative AI has transformed digital media creation by enabling faster and more resource-efficient production of visual content. This has significantly increased the volume of visuals on online platforms, contributing to visual saturation – a state in which users are exposed to more information than they can effectively process. This thesis explores how AI-generated content influences user engagement and examines psychological aspects of perception, including trust, authenticity, and perceived quality. The study suggests that excessive reliance on automated visuals may reduce attention and weaken brand credibility, highlighting the need to balance AI tools with human creativity for effective communication.