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Paper Type

Complete

Abstract

Our research explores the connection between conversational agent design and brand through the lens of brand experience, a concept rooted in marketing studies. Using a design science research paradigm and workshops, we investigate the effectiveness of co-creative workshops as a design tool and identify successful workshop activities that enhance the design process of creating conversational agents that represent companies and their brand. Our analysis of data from two workshops, confirms the potential of workshops to effectively integrate branding elements into the design of conversational agents. This integration aligns agent design with brand identity, enriching the user's interaction experience. Our findings contribute to the digital representation of brands in interactive systems, providing a framework that can be applied across industries and geographies to promote a holistic user experience that resonates with the brand's core values.

Paper Number

1769

Author Connect URL

https://authorconnect.aisnet.org/conferences/AMCIS2024/papers/1769

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Aug 16th, 12:00 AM

Workshops to design conversational agents which embody brand

Our research explores the connection between conversational agent design and brand through the lens of brand experience, a concept rooted in marketing studies. Using a design science research paradigm and workshops, we investigate the effectiveness of co-creative workshops as a design tool and identify successful workshop activities that enhance the design process of creating conversational agents that represent companies and their brand. Our analysis of data from two workshops, confirms the potential of workshops to effectively integrate branding elements into the design of conversational agents. This integration aligns agent design with brand identity, enriching the user's interaction experience. Our findings contribute to the digital representation of brands in interactive systems, providing a framework that can be applied across industries and geographies to promote a holistic user experience that resonates with the brand's core values.

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