Location
Hilton Waikoloa Village, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
7-1-2025 12:00 AM
End Date
10-1-2025 12:00 AM
Description
A company's brand identity is vital for fostering meaningful interactions with customers in a digital economy. As generative artificial intelligence (GenAI) becomes increasingly integrated into our daily lives, AI-based assistants are evolving into the primary channel for representing a brand's identity. Consequently, brand departments face the challenge of translating their company's brand identity into highly interactive AI-based assistants effectively. While there is diverse research on single cues that influence user perceptions, the literature lacks a comprehensive understanding of conversational cues and their impact on brand-related outcomes. Hence, we conduct a systematic literature review to identify verbal and visual cues in the design of AI-based chatbots and examine how they influence the perceptions of the assistants and the brand. We contribute a conceptual framework that summarizes the independent and dependent variables as well as their interrelationships and provides researchers and practitioners with a basis for designing and studying conversational design in the age of GenAI.
Recommended Citation
Dittmar, Angelia; Reinhard, Philipp; Li, Mahei; Karst, Fabian; and Leimeister, Jan Marco, "Integrating Brand Identity Into AI-Based Conversational Agents: A Systematic Literature Review" (2025). Hawaii International Conference on System Sciences 2025 (HICSS-58). 7.
https://aisel.aisnet.org/hicss-58/in/ai_based_assistants/7
Integrating Brand Identity Into AI-Based Conversational Agents: A Systematic Literature Review
Hilton Waikoloa Village, Hawaii
A company's brand identity is vital for fostering meaningful interactions with customers in a digital economy. As generative artificial intelligence (GenAI) becomes increasingly integrated into our daily lives, AI-based assistants are evolving into the primary channel for representing a brand's identity. Consequently, brand departments face the challenge of translating their company's brand identity into highly interactive AI-based assistants effectively. While there is diverse research on single cues that influence user perceptions, the literature lacks a comprehensive understanding of conversational cues and their impact on brand-related outcomes. Hence, we conduct a systematic literature review to identify verbal and visual cues in the design of AI-based chatbots and examine how they influence the perceptions of the assistants and the brand. We contribute a conceptual framework that summarizes the independent and dependent variables as well as their interrelationships and provides researchers and practitioners with a basis for designing and studying conversational design in the age of GenAI.
https://aisel.aisnet.org/hicss-58/in/ai_based_assistants/7