Perst, Florian2026-01-132026-01-132026-01-132750-0683https://doi.org/10.56250/4096https://repository.iu.org/handle/123456789/4177The digitalized communication landscape has revolutionized consumer purchasing behavior, with User Generated Content (UGC) playing a central role. UGC significantly influences the customer journey, partic-ularly in the phases of awareness, consideration, and purchase. The use of AI in UGC is viewed as particu-larly critical, as consumers may perceive artificially generated content as inauthentic or unreliable, thereby intensifying the so-called "uncanny valley" effect. Companies must understand the dynamics of UGC and respond to the increasing presence of AI-generated content in order to foster trust and purchase intention. This study explores the importance of authenticity in UGC and the challenges of dealing with AI-generated content in the context of digital consumer behavior.deUser Generated ContentCustomer JourneyAI-generated ContentUncanny Valley EffectConsumer BehaviorDiscussion Paperhttps://orcid.org/0009-0001-0426-6434