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Paper Type
ERF
Description
AI Chatbots, like ChatGPT, have attracted widespread attention for their powerful natural language processing capabilities. Artificial intelligence (AI) chatbots, such as Auto-GPT and ChatGPT, can help companies create brand stories and communicate with stakeholders to enhance corporate communication and brand equity. In this extended abstract, we discuss our plan to generate brand messages with varying language formality and investigate the effect of informed communicators (i.e., human and AI chatbots) and the language formality of brand stories on individuals' attitudes to the brand and examine the role of psychological distance. Our findings are expected to contribute to the theoretical fundamentals of using chatbots like ChatGPT in brand storytelling.
Paper Number
1853
Recommended Citation
WANG, Runyu; Siau, Keng Leng; and Zhang, Zili, "Using AI and ChatGPT in Brand Storytelling" (2023). AMCIS 2023 Proceedings. 14.
https://aisel.aisnet.org/amcis2023/sig_aiaa/sig_aiaa/14
Using AI and ChatGPT in Brand Storytelling
AI Chatbots, like ChatGPT, have attracted widespread attention for their powerful natural language processing capabilities. Artificial intelligence (AI) chatbots, such as Auto-GPT and ChatGPT, can help companies create brand stories and communicate with stakeholders to enhance corporate communication and brand equity. In this extended abstract, we discuss our plan to generate brand messages with varying language formality and investigate the effect of informed communicators (i.e., human and AI chatbots) and the language formality of brand stories on individuals' attitudes to the brand and examine the role of psychological distance. Our findings are expected to contribute to the theoretical fundamentals of using chatbots like ChatGPT in brand storytelling.
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