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AI mot människan

Svensson, Clara LU and Thor, Fanny LU (2024) SKDK11 20241
Department of Strategic Communication
Abstract
In the continuously evolving landscape of marketing, the emergence of artificial intelligence (AI) has transformed the way brands engage with consumers. This study examines Artificial Intelligence Generated Content (AIGC) and its impact on brand perception. By exploring the nuances of AI-generated narratives compared to Human Generated Content (HGC), the research aims to reveal insights into the effectiveness and authenticity of content that's shaping modern brands. Through a comprehensive analysis, based on Heinz and Coca-Cola as well as Aaker's five dimensions of brand personality, this study highlights attitudes towards AI-generated content. Furthermore, it explores the correlations between AIGC and traditional marketing techniques,... (More)
In the continuously evolving landscape of marketing, the emergence of artificial intelligence (AI) has transformed the way brands engage with consumers. This study examines Artificial Intelligence Generated Content (AIGC) and its impact on brand perception. By exploring the nuances of AI-generated narratives compared to Human Generated Content (HGC), the research aims to reveal insights into the effectiveness and authenticity of content that's shaping modern brands. Through a comprehensive analysis, based on Heinz and Coca-Cola as well as Aaker's five dimensions of brand personality, this study highlights attitudes towards AI-generated content. Furthermore, it explores the correlations between AIGC and traditional marketing techniques, examining consumers preferences between human creativity and artificial intelligence.
The study employed a quantitative experiment using a self-administered questionnaire as the primary data collection method. By adopting a deductive approach, the study integrated previous research, hypotheses and models to compare consumers' perceptions regarding the use of AIGC and HGC in marketing. Furthermore, central tendencies were analyzed to identify similarities or differences in consumer attitudes.
The results of the study aligned with previous research and supported three out of five hypotheses. A discussion was conducted to explore and analyze the result, identifying which indicators influenced the outcomes. The results indicate that consumers generally presented more positive towards HGC marketing compared to AIGC marketing. The research indicates that AIGC struggles to convey the brand's personality as effectively as HGC.
Finally, the study has provided the research field of strategic communication with new insights that may increase the understanding of consumer perceptions towards AIGC in marketing. (Less)
Popular Abstract (Swedish)
I den ständigt föränderliga marknadsföringslandskapet har framväxten av artificiell intelligens (AI) revolutionerat sättet varumärken engagerar sig med konsumenter. Den här studien undersöker artificiell intelligens genererat innehåll (AIGC) och dess påverkan på varumärkesuppfattning. Genom att utforska AI-genererat innehåll jämfört med mänskligt genererat innehåll (HGC), syftar forskningen till att avslöja insikter om effektiviteten och autenticiteten av innehåll som formar moderna varumärken. Genom en omfattande analys, baserad på Heinz och Coca-Cola samt Aakers fem dimensioner av varumärkespersonlighet, belyser den här studien attityder gentemot AI-genererat innehåll. Dessutom undersöks sambanden mellan AIGC och HGC, med en granskning... (More)
I den ständigt föränderliga marknadsföringslandskapet har framväxten av artificiell intelligens (AI) revolutionerat sättet varumärken engagerar sig med konsumenter. Den här studien undersöker artificiell intelligens genererat innehåll (AIGC) och dess påverkan på varumärkesuppfattning. Genom att utforska AI-genererat innehåll jämfört med mänskligt genererat innehåll (HGC), syftar forskningen till att avslöja insikter om effektiviteten och autenticiteten av innehåll som formar moderna varumärken. Genom en omfattande analys, baserad på Heinz och Coca-Cola samt Aakers fem dimensioner av varumärkespersonlighet, belyser den här studien attityder gentemot AI-genererat innehåll. Dessutom undersöks sambanden mellan AIGC och HGC, med en granskning av konsumenters preferenser mellan mänsklig kreativitet och artificiell intelligens.
Studien använde ett kvantitativt experiment med en självadministrerad enkät som primär datainsamlingsmetod. Genom att anta en deduktiv ansats integrerade studien tidigare forskning, hypoteser och modeller för att jämföra konsumenters uppfattningar om användningen av AIGC och HGC i marknadsföring. Vidare analyserades centrala tendenser för att identifiera likheter eller skillnader i konsumentattityder.
Resultaten av studien överensstämde med tidigare forskning och stödde tre av fem hypoteser. Vidare fördes en diskussion om resultaten för att identifiera vilka indikationer som påverkade utfallet. Resultaten indikerar att konsumenter generellt hade mer positiva attityder till HGC-marknadsföring jämfört med AIGC-marknadsföring. Forskningen visar att AIGC har svårigheter att förmedla varumärkets personlighet lika effektivt som HGC.
Slutligen har studien bidragit till forskningsfältet strategisk kommunikation med nya insikter som kan leda till ökad förståelse av konsumenters uppfattningar gentemot AI-genererad marknadsföring. (Less)
Please use this url to cite or link to this publication:
author
Svensson, Clara LU and Thor, Fanny LU
supervisor
organization
alternative title
Ett kvantitativt experiment som jämför konsumentattityder gentemot AI-genererat innehåll i marknadsföring.
course
SKDK11 20241
year
type
M2 - Bachelor Degree
subject
keywords
Artificiell intelligens (AI), AI-generated content (AIGC), Human generated content (HGC), ChatGPT, DALL·E.
language
Swedish
id
9154581
date added to LUP
2024-06-04 11:06:19
date last changed
2024-06-19 03:42:23
@misc{9154581,
  abstract     = {{In the continuously evolving landscape of marketing, the emergence of artificial intelligence (AI) has transformed the way brands engage with consumers. This study examines Artificial Intelligence Generated Content (AIGC) and its impact on brand perception. By exploring the nuances of AI-generated narratives compared to Human Generated Content (HGC), the research aims to reveal insights into the effectiveness and authenticity of content that's shaping modern brands. Through a comprehensive analysis, based on Heinz and Coca-Cola as well as Aaker's five dimensions of brand personality, this study highlights attitudes towards AI-generated content. Furthermore, it explores the correlations between AIGC and traditional marketing techniques, examining consumers preferences between human creativity and artificial intelligence. 
The study employed a quantitative experiment using a self-administered questionnaire as the primary data collection method. By adopting a deductive approach, the study integrated previous research, hypotheses and models to compare consumers' perceptions regarding the use of AIGC and HGC in marketing. Furthermore, central tendencies were analyzed to identify similarities or differences in consumer attitudes.
The results of the study aligned with previous research and supported three out of five hypotheses. A discussion was conducted to explore and analyze the result, identifying which indicators influenced the outcomes. The results indicate that consumers generally presented more positive towards HGC marketing compared to AIGC marketing. The research indicates that AIGC struggles to convey the brand's personality as effectively as HGC. 
Finally, the study has provided the research field of strategic communication with new insights that may increase the understanding of consumer perceptions towards AIGC in marketing.}},
  author       = {{Svensson, Clara and Thor, Fanny}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{AI mot människan}},
  year         = {{2024}},
}