Santoro, Flavia (A.A. 2023/2024) How does the relationship between brand and consumer change when generative artificial intelligence is disclosed within brand communication? Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 117. [Master's Degree Thesis]

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Abstract/Index

The evolution of artificial intelligence. Navigating concerns in AI marketing practices. Socio-political controversies. Strategic positioning of brands using GAI. Keypoints. Current regulatory framework of AI. Defining the phenomenon- consumer perceptions of AI in brand communication. Successful case studies. The role of transparency and consequences on brand-consumer relationships. Theory of semiotics and the impact on brand communication. Selection of case studies and research methodology. AI ketchup-Heinz. Forever is made now-Under Armour. ChatGPT writes a Mint Mobile ad-Mint Mobile. Data analysis.

References

Bibliografia: pp. 107-116.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Marketing communication & new media
Thesis Supervisor:	Peverini, Paolo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2023/2024
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	06 May 2025 07:31
Last Modified:	06 May 2025 07:31
URI:	https://tesi.luiss.it/id/eprint/41934

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