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Consumers’ Interpretation and Emotional Reactions to AI-driven Changes in Iconic Brands’ Communication

Vadström, Julia LU and Landgren, Hanny LU (2026) BUSN39 20261
Department of Business Administration
Abstract (Swedish)
This thesis explores how consumers interpret and emotionally respond to AI-driven changes in the communication of iconic brands. As artificial intelligence becomes increasingly integrated into marketing and brand communication, it raises questions about how such changes affect consumers’ perceptions of authenticity, trust, and emotional connection. Through a qualitative study, the research examines how consumers make sense of AI-generated or AI-influenced brand communication, particularly when it involves brands with strong cultural and emotional significance. The findings suggest that while consumers may accept AI as a tool for efficiency and innovation, they are more critical when AI appears to replace human creativity, emotional depth,... (More)
This thesis explores how consumers interpret and emotionally respond to AI-driven changes in the communication of iconic brands. As artificial intelligence becomes increasingly integrated into marketing and brand communication, it raises questions about how such changes affect consumers’ perceptions of authenticity, trust, and emotional connection. Through a qualitative study, the research examines how consumers make sense of AI-generated or AI-influenced brand communication, particularly when it involves brands with strong cultural and emotional significance. The findings suggest that while consumers may accept AI as a tool for efficiency and innovation, they are more critical when AI appears to replace human creativity, emotional depth, or the established identity of an iconic brand. The study contributes to the understanding of AI in branding by highlighting the tension between technological innovation and the preservation of brand authenticity. (Less)
Please use this url to cite or link to this publication:
author
Vadström, Julia LU and Landgren, Hanny LU
supervisor
organization
course
BUSN39 20261
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Change, AI-driven Brand Communication, Advertising, Iconic Brands, Brand Authenticity, Sensemaking, Emotional Reactions.
language
English
id
9238671
date added to LUP
2026-06-22 15:34:30
date last changed
2026-06-22 15:34:30
@misc{9238671,
  abstract     = {{This thesis explores how consumers interpret and emotionally respond to AI-driven changes in the communication of iconic brands. As artificial intelligence becomes increasingly integrated into marketing and brand communication, it raises questions about how such changes affect consumers’ perceptions of authenticity, trust, and emotional connection. Through a qualitative study, the research examines how consumers make sense of AI-generated or AI-influenced brand communication, particularly when it involves brands with strong cultural and emotional significance. The findings suggest that while consumers may accept AI as a tool for efficiency and innovation, they are more critical when AI appears to replace human creativity, emotional depth, or the established identity of an iconic brand. The study contributes to the understanding of AI in branding by highlighting the tension between technological innovation and the preservation of brand authenticity.}},
  author       = {{Vadström, Julia and Landgren, Hanny}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Consumers’ Interpretation and Emotional Reactions to AI-driven Changes in Iconic Brands’ Communication}},
  year         = {{2026}},
}