Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

When AI Rewrites a Brand: A Case Study of Generative AI and Brand Image

Wärn, Veronica LU (2026) SKOM12 20261
Department of Strategic Communication
Abstract
This study addresses a gap in existing research by examining how generative AI contributes to the construction and representation of a company’s brand. The research question is as follows: “How do generative AI descriptions align with, contribute to or deviate from a company’s intended corporate brand image and brand identity?”. Using a qualitative research design in the form of a case study of Mannheimer Swartling, a law firm, the study combines prompt-based data harvesting and semi-structured interviews with communication professionals. It explores AI-generated descriptions from 5 different personas and how these responses are interpreted by communication professionals, and how such responses may influence Mannheimer Swartling’s brand.... (More)
This study addresses a gap in existing research by examining how generative AI contributes to the construction and representation of a company’s brand. The research question is as follows: “How do generative AI descriptions align with, contribute to or deviate from a company’s intended corporate brand image and brand identity?”. Using a qualitative research design in the form of a case study of Mannheimer Swartling, a law firm, the study combines prompt-based data harvesting and semi-structured interviews with communication professionals. It explores AI-generated descriptions from 5 different personas and how these responses are interpreted by communication professionals, and how such responses may influence Mannheimer Swartling’s brand. The results show that AI descriptions align with the intended corporate brand in some ways, but also reconstruct the brand through external sources, produce persona-dependent brand reconstructions, apply stereotypes and gap-filling, hallucinate and make errors, and exclude information from responses. These findings suggest that AI-generated descriptions both align with and deviate from a company’s intended corporate brand image and brand identity, while also contributing to the construction of that brand. (Less)
Please use this url to cite or link to this publication:
author
Wärn, Veronica LU
supervisor
organization
course
SKOM12 20261
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Artificial Intelligence, Branding, Corporate Brand, Brand Identity, Brand Image, Strategic Communication
language
English
id
9246291
date added to LUP
2026-07-10 17:44:30
date last changed
2026-07-10 17:44:30
@misc{9246291,
  abstract     = {{This study addresses a gap in existing research by examining how generative AI contributes to the construction and representation of a company’s brand. The research question is as follows: “How do generative AI descriptions align with, contribute to or deviate from a company’s intended corporate brand image and brand identity?”. Using a qualitative research design in the form of a case study of Mannheimer Swartling, a law firm, the study combines prompt-based data harvesting and semi-structured interviews with communication professionals. It explores AI-generated descriptions from 5 different personas and how these responses are interpreted by communication professionals, and how such responses may influence Mannheimer Swartling’s brand. The results show that AI descriptions align with the intended corporate brand in some ways, but also reconstruct the brand through external sources, produce persona-dependent brand reconstructions, apply stereotypes and gap-filling, hallucinate and make errors, and exclude information from responses. These findings suggest that AI-generated descriptions both align with and deviate from a company’s intended corporate brand image and brand identity, while also contributing to the construction of that brand.}},
  author       = {{Wärn, Veronica}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{When AI Rewrites a Brand: A Case Study of Generative AI and Brand Image}},
  year         = {{2026}},
}