Consumers’ Interpretation and Emotional Reactions to AI-driven Changes in Iconic Brands’ Communication

Sammanfattning

This thesis explores how consumers interpret and emotionally respond to AI-driven changes in the communication of iconic brands. As artificial intelligence becomes increasingly integrated into marketing and brand communication, it raises questions about how such changes affect consumers’ perceptions of authenticity, trust, and emotional connection. Through a qualitative study, the research examines how consumers make sense of AI-generated or AI-influenced brand communication, particularly when it involves brands with strong cultural and emotional significance. The findings suggest that while consumers may accept AI as a tool for efficiency and innovation, they are more critical when AI appears to replace human creativity, emotional depth, or the established identity of an iconic brand. The study contributes to the understanding of AI in branding by highlighting the tension between technological innovation and the preservation of brand authenticity.