Artificial intelligence-generated content in brand communications : effects on brand image : case: fashion industry

Abstract

The rapid advancement of artificial intelligence (AI) has transformed marketing communications by enabling the creation of AI-generated content (AIGC), including text, images, and visuals that replicate human creativity. While AIGC provides efficiency and scalability for brands, its influence on consumer perceptions and brand image remains underexplored. This thesis examines how AI-generated content affects brand image within the fashion industry. A mixed-methods approach was used: qualitative interviews with marketing professionals informed the design of a bilingual online survey (n = 114), analyzed through exploratory factor analysis, logistic regression, and cluster analysis.

The findings reveal two main dimensions shaping consumer attitudes toward AI-generated content: Human Connection & Authenticity and AI Acceptance & Innovation. Results show that AI-generated brand communications can enhance perceptions of innovation but may also lead to skepticism among certain consumer groups. The study contributes to digital marketing and branding literature by offering empirical evidence on the role of AI in reshaping brand communication and provides practical insights for marketers on integrating AI tools into brand strategies effectively.