Integrating Brand Identity Into AI-Based Conversational Agents: A Systematic Literature Review
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Date
2025-01-07
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3830
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A company's brand identity is vital for fostering meaningful interactions with customers in a digital economy. As generative artificial intelligence (GenAI) becomes increasingly integrated into our daily lives, AI-based assistants are evolving into the primary channel for representing a brand's identity. Consequently, brand departments face the challenge of translating their company's brand identity into highly interactive AI-based assistants effectively. While there is diverse research on single cues that influence user perceptions, the literature lacks a comprehensive understanding of conversational cues and their impact on brand-related outcomes. Hence, we conduct a systematic literature review to identify verbal and visual cues in the design of AI-based chatbots and examine how they influence the perceptions of the assistants and the brand. We contribute a conceptual framework that summarizes the independent and dependent variables as well as their interrelationships and provides researchers and practitioners with a basis for designing and studying conversational design in the age of GenAI.
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Artificial Intelligence-based Assistants and Platforms
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10
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Proceedings of the 58th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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