Artificial Intelligence and Brand Voice | Applications, Implementation and Effects
Alexandra Kirkby is a PhD student in the department Product–Market Relations. (Co)Promotors are prof.dr.ir. J. Henseler and prof.dr. C. Baumgarth from the faculty Engineering Technology (ET), University of Twente.
In recent years, artificial intelligence (AI) has emerged as a transformative force in brand management. Evolving beyond its initial role in repetitive and functional tasks, AI now contributes actively to creativity and collaboration, significantly influencing the design, management, and evaluation of brand voice. As AI technologies continue to advance at an accelerated pace, brands are increasingly compelled to adapt their strategies, implement responsive policies, and reassess traditional brand management approaches and practices.
This cumulative PhD thesis examines three perspectives on the applications, implementation, and effects of AI for brand voice, presented through four stand-alone papers. The first and foundational perspective examines the applications of current AI technologies for meaningful integration across various facets of brand voice. The second perspective focuses on the implementation of AI for brands, specifically in relation to creative brand voice. It addresses the human–AI co-creation dynamic and how AI is reshaping operational brand voice processes, the management of human–AI co-creation within organisations, and the navigation of the broader environmental context in which brands operate. Further, the work considers the extent to which individual brand professionals, who are responsible for the design, management, and evaluation of brand voice, integrate AI. The third perspective examines the external effects of AI on brand voice, specifically focusing on consumer perception when AI is disclosed as the source.
This research offers significant and multi-faceted contributions to both academic and managerial domains. Theoretically, it advances conceptual frameworks and empirical insights that deepen our understanding of AI’s role in brand voice. Practically, it provides initial and strategic guidance for brand professionals navigating the integration of AI technologies.
