Artificial Intelligence (AI) has rapidly advanced, with generative AI (Gen-AI) becoming a key tool for content creation in marketing and sales. While adoption is accelerating globally, including in Indonesia, most prior studies have examined human- or user-generated content, leaving a limited understanding of AI-generated marketing in the hospitality sector. An experimental research design was conducted with 102 valid respondents aged 18 and above in Indonesia. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), results show that while AI-generated ads significantly reduce brand authenticity and brand image, only brand authenticity applies a meaningful indirect effect on behavioral intention. Indirect effects through brand image and self-brand congruity were not significant, indicating that these mechanisms are less influential in shaping responses to AI-generated hotel visuals in terms of e-WOM and booking intention.