Generated Luxury: How does the use of Generative AI affect Brand Perception of LuxuryAutomotive companies?

Sammanfattning

Artificial Intelligence and more specifically Generative AI presents newchallenges and opportunities to companies around the world. The luxury automotive industryis an ever growing one and eyes Generative AI adoption for use in marketing as well, but certaincharacteristics of customers and brands like need for emotional connection and authenticitymight create friction. The purpose of the study is defined as finding out how the use of Generative AI byluxury automotive companies is perceived by customers and how to preserve emotionalengagement and authenticity in its use. A systematic literature review was done to create a theoretical framework aroundbrand perception. An interpretivistic qualitative research design was employed to obtain elevenwritten interviews from luxury automotive customers. Thematic Analysis was used to findconcepts and themes that developed the initial theoretical framework and provide insight intocustomers’ perceptions. Answers are given to the two research questions, where the use of Generative AIby luxury automotive brands is perceived neutrally overall, and emotional engagement andauthenticity is preserved if there is disclosure and human involvement in the creation ofpromotional material. Managerial and academic implications are presented. Future areas ofresearch and discussion on research process are laid out.