Using AI and ChatGPT in Brand Storytelling

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review

View graph of relations

Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationAMCIS 2023 Proceedings
Publication statusPublished - 2023

Conference

Title29th Americas Conference on Information Systems (AMCIS 2023)
PlacePanama
CityPanama City
Period10 - 12 August 2023

Abstract

AI Chatbots, like ChatGPT, have attracted widespread attention for their powerful natural language processing capabilities. Artificial intelligence (AI) chatbots, such as Auto-GPT and ChatGPT, can help companies create brand stories and communicate with stakeholders to enhance corporate communication and brand equity. In this extended abstract, we discuss our plan to generate brand messages with varying language formality and investigate the effect of informed communicators (ie, human and AI chatbots) and the language formality of brand stories on individuals' attitudes to the brand and examine the role of psychological distance. Our findings are expected to contribute to the theoretical fundamentals of using chatbots like ChatGPT in brand storytelling.

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

Using AI and ChatGPT in Brand Storytelling. / WANG, Runyu; Siau, Keng Leng; Zhang, Zili.
AMCIS 2023 Proceedings. 2023. 14.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review