Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/330657 
Year of Publication: 
2025
Citation: 
[Journal:] Journal of Brand Management [ISSN:] 1479-1803 [Volume:] 32 [Issue:] 5 [Publisher:] Palgrave Macmillan [Place:] London [Year:] 2025 [Pages:] 385-399
Publisher: 
Palgrave Macmillan, London
Abstract: 
The rapid advancement of artificial intelligence (AI) capabilities has extended into creative realms, presenting opportunities for creative collaboration between human brand professionals and AI in support of brand voice efforts. However, there remains little clarity regarding the implementation of this creative interaction. With a conceptual approach, the current research proposes a three-level framework of human–AI co-creation for creative brand voice that highlights key factors that can facilitate brand efficiency and effectiveness at the individual (AI task roles, co-creation teaming, knowledge and skills), organisational (infrastructure and brand voice database, socialisation), and societal (responsibility and accountability, AI transparency, brand voice copyright) levels. Each level presents different challenges and insights. At the individual level, it is critical to consider operational processes; at the organisational level, managing the interactions is key; and at the societal level, external influences must be accounted for, to manage the brand. This research contribution in turn offers theoretical guidance, aligned with a high-level brand management perspective, on how to pursue efficiency and effectiveness at three defined levels, as well as relevant avenues for further research.
Subjects: 
Brand management
Artificial intelligence
Brand voice
Co-creation
Creativity
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.