Authors: Chandana M, Vivek R Venkatesh
Abstract: GenAI is revolutionizing the way consumers interact with the brands and engage in conversation with them. This paper examines the ways in which brands use GenAI to develop personalized, co-creative, and immersive consumer experiences. Based on the results of a thorough review of the existing literature and current application practices, the paper highlights three main mecha-nisms through which GenAI can be used to increase engagement: personalization of content; collaboration on the content creation process between the brand and the consumer; and use of conversational AI assistants. It is found that despite the fact that GenAI is very effective at in-creasing personalization and engagement rates, its success heavily depends on the presence of human control and the ability to maintain balance between novelty of technology and emotional engagement. Moreover, consumer acceptance is shown to be age-dependent, with younger gener-ations being more comfortable with AI interactions. The paper provides recommendations on using GenAI in the communication strategy. Generative AI, Consumer Engagement, Brand Communication, Personalization, Human-AI Collaboration, Digital Marketing
DOI: http://doi.org/10.5281/zenodo.21336697
