“Algorithms or Empathy?” AI-First vs. Human-First Brand Communication and the Formation of Consumer Trust Across Industries: Evidence from Healthcare and Insurance

Sammanfattning

Thesis Purpose This thesis examines how AI-first versus human-first brand communication influences perceived warmth, perceived competence, and brand trust across healthcare and insurance contexts, and whether these effects differ between the two industries. Methodology A quantitative between-subjects experiment employing a 2 x 2 factorial design was conducted. Participants (N = 259) were randomly assigned to one of four conditions and evaluated a fictional brand webpage designed to represent either a healthcare or insurance provider. Data were analysed using ANOVA and mediation analysis. Findings Human-first communication generated significantly higher brand trust than AI-first communication. Perceived warmth significantly mediated the relationship between communication framing and brand trust, whereas the competence pathway was not significant. Industry context did not significantly moderate any of the hypothesised relationships. Healthcare conditions generated higher warmth, competence, and brand trust than insurance conditions across all framing conditions. Theoretical and Practical Implications The study extends the Stereotype Content Model and the Brands as Intentional Agents Framework to strategic brand identity communication. The findings highlight the importance of warmth in trust formation and suggest that human-first communication is more effective than AI-first communication for building consumer trust.