Generative AI as a sensemaking infrastructure for corporate sustainability communication
La Gioia, Elio Simone (A.A. 2024/2025) Generative AI as a sensemaking infrastructure for corporate sustainability communication. Tesi di Laurea in Business and marketing analytics, Luiss Guido Carli, relatore Andrea De Mauro, pp. 110. [Master's Degree Thesis]
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Abstract/Index
Introduction and research context. Background and problem framing. Research motivation and relevance. Research objectives and research questions. Literature review. Sensemaking as organizing and leadership capability. Equivocality, uncertainty and plausibility in complex environments. Sustainability communication and interpretative dynamics. Generative AI and emerging interpretative mediation. Theoretical background, gaps and conceptual positioning. Framing of the phenomenon. Sustainability communication as an interpretative process. The information fragmentation of digital touchpoints. Gen AI, interpretation and sensemaking. Theoretical and contextual gap. Gap between Gen AI and sensemaking frameworks. Gap between Gen AI and marketing communication. Gap in the FMCG industry. Empirical focus on reporting, decision support and compliance. Empirical focus on Gen AI, sustainability and marketing outcomes. Conceptual positioning of Gen AI as a sensemaking infrastructure. Methodology. Sensemaking, interpretation systems and equivocality. Fragmentation, plausibility and construction of meaning. Qualitative and design-oriented approach. Empirical context and data sources. Analytical strategy. Validity, reliability and limitations. Empirical context and case setting. FMCG communication environment. Sustainability-related contents. Digital touchpoints and information architecture. Case boundaries and data perimeter. The Gen AI copilot as empirical artefact. The Gen AI copilot design and configuration. Overview of the analytical process. Selection, comparison and synthesis of sustainability signals. Interpretative patterns across role-based interactions. Plausibility, coherence and credibility assessments. Emergent ambiguities and greenwashing-related interpretation.
References
Bibliografia: pp. 95-97.
| 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: | Business and marketing analytics |
| Thesis Supervisor: | De Mauro, Andrea |
| Thesis Co-Supervisor: | Salate Santone, Francesco |
| Academic Year: | 2024/2025 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 02 Jul 2026 09:27 |
| Last Modified: | 02 Jul 2026 09:27 |
| URI: | https://tesi.luiss.it/id/eprint/46305 |
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