AI mot människan

Sammanfattning

In the continuously evolving landscape of marketing, the emergence of artificial intelligence (AI) has transformed the way brands engage with consumers. This study examines Artificial Intelligence Generated Content (AIGC) and its impact on brand perception. By exploring the nuances of AI-generated narratives compared to Human Generated Content (HGC), the research aims to reveal insights into the effectiveness and authenticity of content that's shaping modern brands. Through a comprehensive analysis, based on Heinz and Coca-Cola as well as Aaker's five dimensions of brand personality, this study highlights attitudes towards AI-generated content. Furthermore, it explores the correlations between AIGC and traditional marketing techniques, examining consumers preferences between human creativity and artificial intelligence. The study employed a quantitative experiment using a self-administered questionnaire as the primary data collection method. By adopting a deductive approach, the study integrated previous research, hypotheses and models to compare consumers' perceptions regarding the use of AIGC and HGC in marketing. Furthermore, central tendencies were analyzed to identify similarities or differences in consumer attitudes. The results of the study aligned with previous research and supported three out of five hypotheses. A discussion was conducted to explore and analyze the result, identifying which indicators influenced the outcomes. The results indicate that consumers generally presented more positive towards HGC marketing compared to AIGC marketing. The research indicates that AIGC struggles to convey the brand's personality as effectively as HGC. Finally, the study has provided the research field of strategic communication with new insights that may increase the understanding of consumer perceptions towards AIGC in marketing.