Human and AI Driven Branding

Synthèse

The special issue draws upon three strands of literature. The first explores the evolving interaction between human intelligence and artificial intelligence. A balanced augmentation approach combining human and artificial intelligence is recommended rather than an automative approach. This calls for co-intelligence, using AI as a co-worker. Recent research has explored the creative collaboration between humans and AI to co-create brand voice, identifying effective human-AI co-creation as happening at three levels: the individual brand professional, the organisational level of brand management and the societal level, the external environment in which the brand operates. Frameworks have been developed for human marketers and consumers collaborating with AI within the retail sector.

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Thèmes proposés

• How can augmented brand intelligence be effectively implemented in strategic and operational brand management and brand control?
• Does augmented brand intelligence lead to an increase or decrease in brand purpose, brand consistency, and creativity?
• What are the possibilities and limitations of augmented brand intelligence in brand science?
• What is the role of AI and humans in consumer-brand interactions?
• What is the role of human emotions in the development of consumer-brand relationships in the age of AI?
• What is the role of human creativity in brand innovation in the age of AI, especially with social innovations aimed at positively impacting society and the planet?
• What humanistic values should brands embrace in order to build a profitable but also responsible business capable of addressing some of the pressing problems that humanity is facing, such as climate change or social inequalities?
• What are the potential ethical dilemmas that the use of AI in branding might raise and how managers should address them?
• How is the role and skill set of brand managers changing in the AI age?
• What are best practice examples of AI currently being used by marketers to drive brands and customer relationships?