Our Spotlights

Read expert perspectives on current news and events and connect with leading University of Florida experts to learn more.

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The Conversation: A UF neuroscientist explains the science of pain

Nobody likes to feel pain, but it’s something every person will experience at some point in their life. But why is that? I am a neuroscientist, and my job is to research why and how people feel pain in order to help doctors understand how to treat it better. What is pain? To understand why people feel pain, it helps first to understand what pain is. Pain is the unpleasant sensation you feel when your body is experiencing harm, or thinks it is. Not everyone experiences pain the same way. Pain is a highly personal experience influenced by a variety of biological, psychological and social factors. For example, research has shown differences in the pain experiences of women and men, young and older people, and even across people from different cultures. Danger signals A network of nerves similar to wires runs all through the human body, from the tips of your fingers and toes, through your back inside the spinal cord and up to your brain. Specialized pain receptors called nociceptors can be found at the end of the nerves on your skin, muscles, joints and internal organs. Each nociceptor is designed to activate its nerve if it detects a danger signal. One way scientists classify nociceptors is based on the type of danger signal that activates them. Mechanical nociceptors respond to physical damage, such as cuts or pressure, while thermal nociceptors react to extreme temperatures. Chemical nociceptors are triggered by chemicals that the body’s own tissues release when they are damaged. These receptors may also be triggered by external irritants, such as the chemical capsaicin, which gives chili peppers their heat. This is why eating spicy food can cause you pain. Finally, there are the nociceptors that are activated by a combination of various triggers. For example, one of these receptors in your skin could be activated by the poke of a sharp object, the cold of an ice pack, the heat from a mug of cocoa, a chemical burn from household bleach, or a combination of all three kinds of stimulation. How pain travels though the body When you fall and get a scrape, the mechanical nociceptors in your skin spring into action. As soon as you hit the ground, they activate an electrical signal that travels through the nearby nerves to the spinal cord and up to your brain. Your brain interprets these signals to locate the place in your body that is hurting and determine how intense the pain is. Your brain knows that a pain signal is an SOS message from your body that something isn’t right. So it activates multiple systems all at once to get you out of danger and help you survive. Your brain may call on other parts of your nervous system to release chemicals called endorphins that will reduce your pain. It may tell your endocrine system to release hormones that prepare your body to handle the stress of your fall by increasing your heart rate, for example. And it may order your immune system to send special immune cells to the site of your scrape to help manage swelling and heal your skin. As all of this is happening, your brain takes in information about where you are in the world so that you can respond accordingly. Do you need to move away from something hurting you? Did you fall in the middle of the road and now need to get out of the way of moving cars? Not only is your brain working to keep you safe in the moments after your fall, it also is looking ahead to how it can prevent this scenario from happening again. The pain signals from your fall activate parts of your brain called the hippocampus and anterior cingulate cortex that process memory and emotions. They will help you remember how bad falling made you feel so that you will learn how to avoid it in the future. But why do we need to feel pain? As this example shows, pain is like a warning signal from your body. It helps protect you by telling you when something is wrong so that you can stop doing it and avoid getting hurt more. In fact, it’s a problem if you can’t feel pain. Some people have a genetic mutation that changes the way their nociceptors function and do not feel pain at all. This can be very dangerous, because they won’t know when they’re hurt. Ultimately, feeling that scrape and the pain sensation from it helps keep you safe from harm. Yenisel Cruz-Almeida is a UF Associate Professor of Community Dentistry and Associate Director of the Pain Research & Intervention Center Of Excellence, University of Florida This article is republished from The Conversation's Curious Kids series under a Creative Commons license. Read the original article:

Yenisel Cruz-Almeida

November 25, 2025

4 min

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U.S. News: AI Can’t Replace Therapists – But It Can Help Them

For a young adult who is lonely or just needs someone to talk to, an artificial intelligence chatbot can feel like a nonjudgmental best friend, offering encouragement before an interview or consolation after a breakup. AI’s advice seems sincere, thoughtful and even empathic – in short, very human. But when a vulnerable person alludes to thoughts of suicide, AI is not the answer. Not by itself, at least. Recent stories have documented the heartbreak of people dying by suicide after seeking help from chatbots rather than fellow humans. In this way, the ethos of the digital world – sometimes characterized as “move fast and break things” – clashes with the health practitioners’ oath to “first, do no harm.” When humans are being harmed, things must change. As a researcher and licensed therapist with a background in computer science, I am interested in the intersection between technology and mental health, and I understand the technological foundations of AI. When I directed a counseling clinic, I sat with people in their most vulnerable moments. These experiences prompt me to consider the rise of therapy chatbots through both a technical and clinical lens. AI, no matter how advanced, lacks the morality, responsibility and duty of care that humans carry. When someone has suicidal thoughts, they need human professionals to help. With years of training before we are licensed, we have specific ethical protocols to follow when a person reveals thoughts of suicide. Read the full article here:

Yusen Zhai

November 21, 2025

1 min

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Life-changing study abroad experiences help students find themselves, UF research shows

Studying abroad is about more than just enrichment for college students; it’s often about personal transformation, UF researchers have found. Every year, UF sends nearly 2,600 students overseas to become immersed in diverse cultures, gain international perspectives, and create social bonds with fellow Gators – experiences so profound that UF researchers recently published a study about their long-term impact in Leisure Sciences. And this week, the UF International Center is hosting a Study Abroad Fair from 10 a.m. to 3 p.m. Wednesday, Jan. 29 on the Reitz North Lawn to generate even more interest in these life-changing programs. “You’ve got to look at travel as not a frivolous thing because it’s part of your life story,” said Heather Gibson, Ph.D., a professor in the UF College of Health & Human Performance’s Department of Tourism, Hospitality & Event Management, who co-authored the study. “The impact isn’t just for the semester when they return; it’s now shown to be over 20 years or more. Very few studies focus on this formative phase of adult development, and these emerging adults are very malleable to be shaped. They’re searching for different sources of identity and different directions.” Conducting this research with Gibson was Hongping (HP) Zhang, Ph.D., a UF graduate of 2020 and clinical assistant professor at the University of Tennessee, Knoxville’s Department of Retail, Hospitality, and Tourism Management. Zhang said that, in 2019, tourism literature began focusing on memory theories, but research primarily looked at memorable tourism experiences and how to better attract tourists. Zhang wanted to dive deeper into how travel memories affect a person’s development and identity. This retrospective longitudinal study examined 115 alumni who traveled as part of the College of Health & Human Performance’s South Pacific program, or the Florida Down Under Program, from 2007 to 2019. The program, led by Gibson, brings students to Australia for four weeks, New Zealand for four weeks, and/or Fiji for 10 days to study sustainability, with trips including a snorkeling expedition to the Great Barrier Reef and to Mungalla Station (a land occupied by the Nywaigi Aboriginal Land Corporation). These students’ memories of studying abroad proved to be positive and an “important building block to enhance the existing feeling of self,” Zhang said. For example, one study participant shared that reflecting on her experience in Australia was a conversation starter that sparked an initial social connection with her now husband, who had also traveled to Australia on a separate trip. Other students said the program impacted their travel behaviors such as spending money, as well as their eco-conscious behaviors like using coral-reef-friendly sunscreen. Overall, Gibson believes that experiential learning like studying abroad plays a significant role in helping students find themselves at pivotal times in their lives. In fact, research from the Consortium for Analysis of Student Success through International Education shows that students who participate in study abroad programs may earn higher grades, be more likely to graduate, and be better positioned for the global workforce. “Getting students out of the classroom and pushing them out of their comfort zone is where they learn,” Gibson said. “We need to think about the undergraduate experience as more than earning credits for a degree. Study abroad provides students with friends, experience, and direction, and that’s very crucial, especially at a large university. Study abroad allows students to find their tribe.”

Heather Gibson

November 20, 2025

3 min

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UF expert answers questions about local risk of bird flu

Consumers may have noticed the rising price of eggs and even some shortages at grocery stores lately due to H5N1 avian influenza, but as cases of human and animal infections continue to rise, how concerned should you be about the virus? Benjamin Anderson, Ph.D., an assistant professor in the University of Florida College of Public Health and Health Professions’ Department of Environmental and Global Health and lead for UF’s Emerging Pathogens Institute bird flu response team answers some questions about the risk of infection to humans and animals from bird flu and how to protect yourself. Who is at risk? Currently, the Centers for Disease Control and Prevention says the risk to humans is low. “That is correct on an overall level,” Anderson said. There is no human-to-human transmission right now. Anderson said that while there have been an “alarming” number of human cases, the number of infections is still fewer than 100. Of those, most have resulted in mild illness and were in people who had direct exposure to infected animals. So far, there has been only one death attributed to the current outbreak of H5N1, known more commonly as bird flu – a man in Louisiana who was infected by a backyard flock. “We do have a lot of people who keep chickens,” Anderson said. “Because of the situation in Louisiana, this has, I think, piqued the concern even more so among folks who might have backyard poultry to recognize that is a potential pathway for transmission.” If you see a dead chicken, do not touch it or try to investigate yourself. Instead, report it to the Florida Department of Agriculture and Consumer Services. Report dead wildlife, including migratory birds, to the Florida Fish and Wildlife Commission. Anderson said while the risk to the public is currently low, the future risk, including human-to-human transmission that could result in a pandemic, is still uncertain. Right now, he said, “Unless you’re handling poultry or working with or near dairy cattle, where bird flu outbreaks have been ongoing, your risk is relatively low.” Can I catch the virus from my backyard bird feeder? Gainesville is on a major flyway for migratory birds – a draw for birdwatching enthusiasts, particularly in the winter. This may be how bird flu has made its way into backyard flocks, since infected migratory birds shed the virus in their waste. So far, there is no data that suggests bird feeders could pose a significant transmission risk to people, and no reported human cases of bird flu have been traced to feeders. “However, when I say there’s no data, that means there’s no data. It hasn’t been investigated,” Anderson said. Waterfowl such as ducks and geese are more likely to carry the virus than songbirds. But if backyard birdwatchers are concerned, he said, take precautions such as wearing gloves and disinfecting bird feeders. And whether there’s an elevated risk of bird flu or not, always take care to avoid touching bird feces, which can contain salmonella. “Using some common sense, good hygiene practices, is going to be an effective way of protecting yourself,” he said. Are my outdoor cats in danger? Outdoor cats are susceptible to bird flu through exposure to dairy cattle, wild birds and contaminated raw milk. There is also new evidence of some sources of raw cat food being contaminated with H5N1. H5N1 causes severe infection in cats, with neurological symptoms that could mimic rabies. Infected cats may be disoriented, lethargic or disinterested in food. Florida residents can contact the Florida Health Department if they notice these symptoms in their pet. “If you see something unusual, seeking out professional care for that animal is an important thing to do,” Anderson said. As of now, it’s unclear whether cats can transmit the virus to humans, but as it adapts, transmission to other species could become easier and more widespread. What about eggs and poultry from the farmers market? Florida state statutes require sellers to register as a food supplier and meet certain criteria for food handling safety. But the regulations can be unclear to some small, local egg and poultry producers, and others operate under the radar. “I wouldn’t say that if you go to a farmers market, it’s a guarantee that the products you’re buying are produced under the proper regulations,” Anderson said, but the regulations themselves can be unclear. Some things you can do to keep yourself safe are asking the vendor if they’re registered and permitted with the state’s agriculture agency and checking that the products are labeled. Per the statutes, eggs must be refrigerated at all times between packaging and sale to the consumer. And definitely steer clear of raw milk, which has been tied to several human and animal H5N1 infections and always carries a risk of salmonella. “Don’t drink it, and don’t give it to your animals,” Anderson said. Is there a vaccine? How else can I protect myself? There is a vaccine for bird flu. While it isn’t currently being administered to humans in the U.S., Anderson said some agriculture workers in Europe have received it. “There is a potential justification for starting to release some of the stock of the H5N1-specific vaccine,” but it would come with tradeoffs, he said, such as maintaining stockpiles and keeping the vaccine matched well to an evolving virus. In his opinion, though, it makes sense to start the process now, both to protect workers who are already at higher risk of contracting the virus, and to begin collecting data on how well the vaccine is working. The idea that the U.S. should hold off on releasing a vaccine until bird flu becomes a pandemic is contrary to protecting public health, he said, adding that the tipping point for him was seeing the virus start to show up in backyard poultry. “That’s the rationale that I base my opinion off of,” Anderson said.

Benjamin Anderson

November 19, 2025

4 min

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Breakthrough with first disease-resistant wine grapes shows hope for a Florida wine renaissance

In a milestone for Florida agriculture, researchers have grown and harvested wine grapes that are resistant to the main bacterial disease that has long prevented the state from establishing a large-scale wine industry. Researchers successfully grew five grape varieties in Citra, Florida, that are resistant to Pierce’s disease, a bacterial infection that kills the vines and shrivels the grapes. The effort, led by Ali Sarkhosh, associate professor in the UF Institute of Food and Agricultural Sciences (UF/IFAS) horticultural sciences department, produced a harvest of grapes that resulted in 13 cases of wine. “This could be the start of a new chapter for Florida wine.” — Ali Sarkhosh, associate professor in the UF Institute of Food and Agricultural Sciences horticultural sciences department While Florida has a thriving muscadine grape industry, the global market for muscadine wine is small compared to wine made from Vitis vinifera, the species of grapes behind world-famous wines such as cabernet sauvignon, sauvignon blanc and merlot. Florida is already the nation’s second-highest wine-consuming state, behind only California, with an industry valued at $15 billion in 2022. Yet most of the wines served are produced elsewhere, primarily in California, Oregon and Washington. Sarkhosh said he hopes this research will offer a potential additional crop for muscadine grape farmers. As of 2017, there were 547 Florida vineyards, growing muscadine and hybrid grapes. “This could be an enormous opportunity for vineyards in Florida to expand into additional types of wine for a wider market,” he said. “This could be the start of a new chapter for Florida wine.” UF researchers worked with Château Le Coeur, a winery based in DeFuniak Springs, Florida, to make the wine from their harvest. The wine was crafted with 75% Florida-grown fruit and blended with 25% cabernet sauvignon and merlot. The grape used in the wine collaboration is a hybrid called “Erante Noir” and was developed at the University of California, Davis. It carries the genes of sauvignon blanc and cabernet sauvignon. John Choquer, the owner of Château Le Coeur, emphasized the potential for this collaboration. “If we are successful in growing in the area and combating Pierce’s disease effectively, it will be a strong growth industry and emerging market for agri-tourism,” he said. Early tastings point to a dark, fruit-forward wine. Château Le Coeur named this debut wine “Genial,” a French expression for something new and innovative. He said he is also planting a variety of traditional wine grapes, red and white, at his vineyard. He said his winery is grateful for UF’s support and collaboration as he works to create a Florida-based traditional wine industry. “This is not a short-term experiment,” Choquer added. “We plan to test more Pierce’s disease-resistant and traditional vinifera varieties, refine vineyard practices and build a new type of wine industry here in Florida. There will be challenges, there will be setbacks, but the potential is also so great. There is such a strong market potential here in Florida.”

Ali Sarkhosh

November 17, 2025

2 min

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Men experience greater eye changes from spaceflight, while brain differences between sexes are subtle

A new study into how spaceflight impacts the human brain and eyes revealed notable sex differences in brain fluid shifts, with female astronauts showing a greater reduction in fluid around the uppermost part of the brain than their male counterparts. Led by Rachael D. Seidler, Ph.D., director of the University of Florida’s Astraeus Space Institute and professor of applied physiology and kinesiology, the study analyzed data from astronauts to determine how factors such as sex, age and body metrics relate to structural brain and eye changes after space travel. The findings, published in August in npj Microgravity, provide key information for protecting astronaut health on long-duration missions to the moon and Mars. This is one of the first studies to look at sex differences in the physiological response to spaceflight. “The data on sex differences in response to spaceflight are scant, given the historically low number of female astronauts.” — Rachael D. Seidler, Ph.D., director of the University of Florida’s Astraeus Space Institute In addition to changes in fluid around the brain, the team also found that a form of eye compression, a hallmark of Spaceflight Associated Neuro-ocular Syndrome known as globe flattening, was the most consistent eye change among crew members. “By far the most prevalent sign of eye changes that we observed was globe flattening, suggesting that this should be the primary monitoring target for ocular health,” Seidler said. “Interestingly, eye changes were more prevalent in males than females.” Globe flattening, when the back of the eyeball becomes slightly indented or pushed inward, might sound minor, but it can have significant effects on vision and raise concerns for long-duration space missions. Surprisingly, there was no strong link between brain structural changes and eye changes, suggesting that the effects on the eyes and brain may arise from distinct mechanisms rather than shared physiological causes. The research underscores UF’s growing leadership in space health science. Through the Astraeus Space Institute, Seidler leads multidisciplinary collaborations that connect neuroscience, physiology and space research to advance human performance and safety in spaceflight. “We used UF's HiPerGator computing cluster for our analyses in this study, enabling us to analyze our data at high speeds,” Seidler said. Read the full study in npj Microgravity.

Rachael Seidler

November 15, 2025

2 min

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Creepy, crawly, and totally cool: Florida’s “spooktacular” spiders aren’t so scary after all

As Halloween approaches, it’s the perfect time to spotlight some of Florida’s coolest and spookiest spiders —that aren’t so scary after all. Spiders are often misunderstood, but many are shy, harmless and downright fascinating. Lisa Anne Taylor, assistant research scientist at the University of Florida Institute of Food and Agricultural Sciences (UF/IFAS), said that spiders “get a bad rap and aren’t so frightening.” Here are 10 standout species that bring both cool, spooky vibes and ecological value to the Sunshine State. This Halloween, instead of fearing spiders, celebrate their mysterious style and ecological superpowers. They’re nature’s pest control, silk engineers and stealthy hunters. As Taylor puts it, “No one should be afraid of them.” For even more spider fun, check out Taylor’s kid-friendly coloring book, “Coloring with Spiders: Our favorites from Florida.” Black Widow The black widow is perhaps the most iconic Halloween spider, the OG creepy crawly, instantly recognizable by the red hourglass on its jet-black abdomen. Despite its reputation, black widows are shy and rarely bite unless provoked — like when someone slips on a shoe that the spider was hiding in. “Nobody should be scared of them; they should just not hold them. They should keep a respectful distance,” said Taylor, who works for the Department of Entomology and Nematology. Florida is home to both native southern and northern black widows. Brown Recluse  The brown recluse is feared but is actually very uncommon in Florida. Most “sightings” in Florida are misidentifications, and bites are rare. “They get blamed for a lot of things, but it’s rarely actually a brown recluse bite,” Taylor explained. Red Widow The red widow is a stunning native Florida spider with a black body with red and white splotches and bright red legs. Found only in Florida’s scrub habitats, this spider is rarely seen and even more rarely bites. Its vivid, spotted red-and-black patterns and elusive nature make it a mysterious and beautiful part of Florida’s spider diversity. Brown Widow The brown widow, an invasive species in Florida, is a close relative of the other widows but their venom seems to be less potent for humans. It has a dark-orange hourglass marking on its brown abdomen and is often identified by its spiky egg sacs. While it may look spooky, the brown widow is not aggressive and prefers to stay hidden in quiet corners. Like the black widow, it’s best to check shoes and outdoor gear before use for these stowaways. Golden Silk Orb Weaver The golden silk orb weaver, also known as the banana spider, adds dramatic flair to Florida’s landscapes with its large, golden webs that shimmer in the sunlight. Females can grow impressively large and display vibrant colors of gold, white and black. Their webs often span several feet, serving as natural Halloween decorations in gardens and forests. Ogre-faced Spider The ogre-faced spider is one of the more bizarre-looking and captivating spiders. With enormous eyes and a unique net-casting hunting style, it can see in near-total darkness and uses a silk net to snatch prey mid-air. During the day, it hangs motionless, resembling a twig. At night, it becomes a stealthy predator, making it a true Halloween terror to its prey. Regal Jumping Spider The regal jumping spider is a fan favorite, known for its iridescent green or pink jaws and bold, colorful patterns. These spiders are curious and often seem to watch humans with interest. “They’ve become internet famous,” said Taylor, noting that influencers even keep them as pets. They tend to be larger than other spiders, making them easy to hold, and they do well in a small terrarium. Green Lynx Spider The green lynx spider blends perfectly into Florida’s foliage with its bright green body and long, spiny legs. It’s a master of camouflage and a skilled hunter, often found on flowers and shrubs. Though it looks fierce, it poses no threat to humans and helps control garden pests. Taylor noted they’re common in gardens and flowerbeds and are great for natural pest control. Twin-flagged Jumping Spider The twin-flagged jumping spider is a tiny acrobat with oversized eyes and a curious nature. These spiders are known for their impressive leaps and use silk safety lines like bungee cords. Their bold movements and alien-like appearance make them a fun and fascinating species to watch. Though they may look intimidating, they’re completely safe for people – but horrifying to ants. “If you’re an ant, these are ferocious predators,” Taylor said. “They’re completely harmless to people, but they’re ant specialists.” Spitting Spider The spitting spider brings a comic-book twist to the mix. It spits sticky glue to trap prey, à la Spiderman, using a rapid-fire technique that’s highly effective against insects. These spiders are small and secretive, but their hunting method is one of the most unique in the arachnid world. For even more spider fun, check out Taylor’s kid-friendly coloring book, “Coloring with Spiders: Our favorites from Florida.”

Lisa Taylor

November 14, 2025

4 min

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Mosquito-borne disease research featured ahead of climate conference

University of Florida medical geographer Sadie Ryan, Ph.D. is among the international scientists whose work is featured in the forthcoming “10 New Insights in Climate Science” report, which will be presented at the United Nations COP30 Climate Conference on Nov. 10. Ryan’s research, which examines how climate change influences the spread of mosquito-borne diseases such as dengue, contributed to a newly generated global map illustrating where shifting temperatures and rainfall patterns are making conditions increasingly suitable for disease transmission. “A lot of my research is about how vector-borne diseases are going to move as the climate changes, and what that means for where and when transmission can happen,” Ryan said. “Climate change isn’t the only driver of dengue’s spread, but we are seeing the bleeding edge of climate shifting those distributions, where it’s warm enough for long enough and wet enough at the right times for outbreaks to take off.” According to Ryan, the map included in the report is based on the most recent generation of climate models and directly illustrates how climate suitability for dengue is changing around the world. Produced annually by Future Earth, the Earth League and the World Climate Research Programme, the report synthesizes the most important developments in climate research at the intersection of climate, health and policy on the world stage.

Sadie Ryan

November 10, 2025

1 min

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Generative AI may help turn consumers into active collaborators and creators, study finds

In the advertising world, generative AI is transforming the way brands connect with consumers, turning audiences from passive viewers into active creators who can shape and personalize campaign content. A recent study in the International Journal of Advertising, conducted by researchers at the University of Florida’s College of Journalism and Communications, determined that by letting people use AI tools to create images that fit a brand’s style, companies can invite customers to take part in their campaigns. This hands-on approach makes consumers feel more empowered, which can lead to more positive feelings about the brand and a higher likelihood of buying its products. “I came across the Coca-Cola and Heinz campaigns and was amazed by how AI can be used to transform and empower consumers,” said Yang Feng, Ph.D., an associate professor in artificial intelligence in the UF Department of Advertising, who co-conducted the study with assistant professor Yuan Sun, Ph.D. “This inspired me to reach out to Yuan to explore a potential collaboration.” The project began in 2023 following the success of Coca-Cola’s “Create Real Magic” campaign and Heinz’s “AI Ketchup” campaign, both of which allowed customers to engage directly with the brands using generative AI. To test the effectiveness of these types of campaigns, Feng and Sun set up two surveys. The first was given to participants to evaluate their familiarity with generative AI tools and the ways participants used them. This survey illuminated three areas that users felt were enhanced by generative AI: collaboration, creation and communication, which Feng and Sun refer to as the 3C framework. For the second survey, Feng and Sun mocked up a website for Harbor Haven Coffee, a fictional coffee brand committed to sustainability and ethical coffee bean sourcing. “We wanted a company that resonated with as many people as possible,” Sun said. “One of the other goals of the first survey was to find what participants cared about most, which is how we came up with the brand’s eco-friendly mission.” Along with the company’s description and mission statement, a generative AI tool was added to the homepage, encouraging participants to utilize it to produce images using prompts that fell within the brand’s guidelines. While participants were free to put whatever they wanted into the prompt box, each participant got back the same pre-generated image in order to reduce confounding factors. Participants were then asked a final round of questions to get a sense of how participating in this campaign made them feel. Findings from the surveys showed that incorporating generative AI into advertising campaigns increased the chances of turning potential customers into empowered consumers, or individuals who actively participate in brand development rather than passively receive ad content. Feng and Sun found that the reasons behind this empowerment were tied to their 3C framework. First, the collaborative nature of these campaigns fosters a sense of agency in the advertising process. Second, the reciprocal nature of human-generative AI communications boosts consumer confidence by making people feel more in control. Finally, directly engaging consumers and facilitating their creativity through AI builds stronger consumer relationships and reinforces positive brand associations. “This sense of empowerment can be further strengthened with a user interface that facilitates seamless human-generative AI interaction, which is my specialty,” Sun said. “It should prioritize user-friendly features, clear instructions for prompting GenAI and intuitive navigation to enhance the user experience.” However, among the benefits, the researchers also found a potential downside that could limit the success of these kinds of campaigns in the future. “Once AI’s creation capacity surpasses a certain point, consumers may start to feel overwhelmed and no longer view the output as their own creation but rather as the work of the AI, which ultimately diminishes their sense of empowerment,” Feng said. To this end, Feng intends to continue researching the 3C framework. Generative AI could play a big role in advertising going forward, and she hopes to explore its interpretive power in new contexts.

Yang Feng Yuan Sun

November 10, 2025

3 min

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