Underlying Mechanisms of Consumer Reactions to Human vs AI Generated Brand Identity

Abstract Book of the 12th International Conference on Business, Management and Economics

Year: 2026

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Underlying Mechanisms of Consumer Reactions to Human vs AI Generated Brand Identity

Furkan Tosun

ABSTRACT:

Applications of artificial intelligence has been gradually increased with the high-speed development of AI technology. Generative artificial intelligence, or GenAI, is a form of AI applications which differs from other AI technologies by being able to create original and novel contents, like images, texts, videos and etc. In last couple of years, this rapid development has been transformed many businesses and processes, especially the digital marketing and communications. Marketing and branding areas got artificial intelligence applications integrated to their processes and outputs mainly to increase the number of outputs, to decrease the human force need and to gain from time. The tasks assigned to artificial intelligence are like forming a brand’s identity, creating images for a brand, or composing advertisements. As the portion of using GenAI applications on brand activities, questions to understand how efficient and effective GenAI usage is in marketing and branding activities rise, as a natural result. This study investigates how AI-generated brand identity elements influence consumer’s perceptions of a brand and how does it affect consumers’ behavioural intentions, by employing a survey-based research design, participants are exposed to both GenAI generated and human designer created visuals to conceive a comparative experience between these two different approaches on the same task.

Keywords: Branding, Brand Image, Brand Identity, Consumer Behaviour, Generative AI