To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude

Kirkby, Alexandra; Baumgarth, Carsten; Henseler, Jörg

doi:10.1108/jpbm-02-2022-3864

Cited by 20 publications

(3 citation statements)

References 54 publications

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“…On the other hand, using Chat GPT as a tool to generate an initial draft, which is later checked and supplemented by experienced professionals, can be a functional and effective strategy. Finally, an interesting step would be to compare Kirkby's et al (2023) research data with our own research data. The likelihood that the level of generated content could be significantly affected by generation in a language other than English opens up the possibility for testing and optimisation for cross-lingual transformations.…”

Section: Discussionmentioning

confidence: 99%

The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing

Murár,

Kubovics,

Jurišová

2024

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Corporate identity plays an important role in the success and competitiveness of businesses in today’s dynamic business environment. It encompasses brand identity, organisational culture, values, and reputation, and is key in building relationships with stakeholders. An ethical corporate identity, in particular the perception of a company as ethical and socially responsible, positively influences employee behaviour and engagement. Artificial Intelligence (AI) has revolutionised business management and offers innovative solutions to improve decision-making, efficiency, and transparency. Integrating AI into corporate governance can improve risk management, compliance, and accountability. In the digital age, social media are key in building and maintaining the brand voice of businesses. With the advent of AI, new tools such as Chat GPT have emerged to simplify and accelerate content creation, including social media posts. However, achieving satisfactory brand-voice results using AI requires careful analysis and extensive, representative data that travels into the prompter. Although AI-generated content is fast, it should be vetted by experienced experts to ensure it aligns with brand values and brand image. Although Chat GPT promises to generate content and brand-voice, its successful use requires collaboration with experienced experts and thoughtful consideration of its use in building and maintaining an authentic and effective brand-voice.

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Section: Discussionmentioning

confidence: 99%

The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing

Murár,

Kubovics,

Jurišová

2024

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“…These abilities have a significant impact that can reshape the shopping experience. Voice authenticity strongly influences brand authenticity and brand attitude toward AI chatbots (Kirkby et al , 2023). This makes the reordering process more seamless and limits the information search and exposure to other options in product choices (Hsieh and Lee, 2021).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The AI humanness: how perceived personality builds trust and continuous usage intention

Hsieh,

Lee

2024

JPBM

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Purpose The growing integration of artificial intelligence (AI) assistants and voice assistants provides a platform for AI to enter consumers’ everyday lives. As these voice assistants become ubiquitous, their widespread adoption underscores the need to understand how to create voice assistants that can naturally interact with and support users. Grounded in the stereotype content model from social psychology, this study aims to investigate the influence of perceived humanness and personality on building trust and continuous usage intentions in voice assistants. Specifically, a fresh perspective examining the determining factors that shape personality trait perceptions of competence and warmth in voice assistants is proposed. Design/methodology/approach An online survey of 457 participants and structural equation modeling is conducted to validate the research model. Findings Anthropomorphism, social presence and interactivity drive perceived warmth, whereas performance and effort expectations drive perceived competence. Perceived competence and perceived warmth together positively affect users’ trust in voice assistants, leading to a higher likelihood of continuous usage intentions. Originality/value This research provides profound theoretical contributions to the emerging field of human-AI interaction and offer practical implications for marketers aiming to leverage voice assistant personalities to build trusted and long-lasting interactions.

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“…Despite suggestions to study UVE under conditions other than just basic research, only a few papers have emerged, and only one focuses on the moral psychological implications of UVE (Laakasuo et al, 2021d). Other studies have examined human-like vocal mimicry (Aylett et al, 2019;Kirkby et al, 2023), ways to improve human perception of robots in challenging situations (Grundke et al, 2023), or methods to decrease or lessen the severity of the UVE.…”

Section: Uncanny Valley Effectmentioning

confidence: 99%

Moral Uncanny Valley revisited – how human expectations of robot morality based on robot appearance moderate the perceived morality of robot decisions in high conflict moral dilemmas

Laakasuo

2023

Front. Psychol.

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In recent years a new sub-field of moral psychology has emerged: moral psychology of AI and robotics. In this field there are several outstanding questions on how robot appearance and other perceived properties of the robots influences the way their decisions are evaluated. Researchers have observed that robot decision are not treated identically to human decisions, even if their antecedents and consequences are identical to human decisions. To study this moral judgment asymmetry effect further, two studies with a series of high conflict moral dilemmas were conducted: Study 1 – which used photorealistic full body imagery -- revealed that utilitarian decisions by human or non-creepy (i.e., nice) looking robotic agents were less condemned than “creepy” (i.e., unease inducing) robots, whereas “creepy” robots received higher moral approval when making deontological decisions. Furthermore, an exploratory analysis demonstrated that the creepiest robot did not cause moral surprise or disappointment when making utilitarian decisions. However, Study 2 showed that mere symbolic representation of the agent’s face did not trigger the Moral Uncanny Valley (where decisions of creepy robots are perceived negatively), suggesting that the effect is dependent on the photorealistic appearance of the agent. These results are in tension with some previous findings in robot moral judgment literature. Future research should focus on creating standardized stimuli for studying moral decisions involving robots and elucidating the complex interactions between agent appearance, decision type, and pre-decision expectations. This work deepens our understanding of the relationship between a decision-making agent’s appearance and the moral judgment of their decisions. The findings have significant implications for the design and implementation of autonomous agents in morally charged situations.

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To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude

Cited by 20 publications

References 54 publications

The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing

The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing

The AI humanness: how perceived personality builds trust and continuous usage intention

Moral Uncanny Valley revisited – how human expectations of robot morality based on robot appearance moderate the perceived morality of robot decisions in high conflict moral dilemmas

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