Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab

Detalhes bibliográficos
Autor(a) principal: Sacramento, Isabela Berger
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.26/48569
Resumo: This research investigates Artificial Intelligence (AI) and branding in relation to the rebranding process at the Belgian civic tech company, CitizenLab. Using different AI tools such as OpenAI’s ChatGPT, this study explores how the ability of AI to emulate and improve traditional branding phases such as interviewing stakeholders, producing brand concepts, and developing a visual identity. The significant benefits of using AI for speed and scalability are displayed and limitations are further uncovered, particularly in capturing cultural nuances and matching the creative and emotional intelligence of human experts. A hybrid model of branding presents the advantages of AI capabilities coupled with human insight to create compelling and efficient branding strategies.
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spelling Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLabBusiness-to-governmentBrandingMarketingArtificial intelligenceChatGPTMidjourneyThis research investigates Artificial Intelligence (AI) and branding in relation to the rebranding process at the Belgian civic tech company, CitizenLab. Using different AI tools such as OpenAI’s ChatGPT, this study explores how the ability of AI to emulate and improve traditional branding phases such as interviewing stakeholders, producing brand concepts, and developing a visual identity. The significant benefits of using AI for speed and scalability are displayed and limitations are further uncovered, particularly in capturing cultural nuances and matching the creative and emotional intelligence of human experts. A hybrid model of branding presents the advantages of AI capabilities coupled with human insight to create compelling and efficient branding strategies.Este estudo investiga a ligação entre a Inteligência Artificial (IA) e o branding em relação ao processo de rebranding da empresa belga de tecnologia cívica, CitizenLab. Utilizando diferentes ferramentas de IA, como o ChatGPT da OpenAI, o estudo questiona se a IA tem a capacidade de replicar e melhorar as fases tradicionais de branding, como entrevistar as partes interessadas, produzir conceitos de marca e desenvolver uma identidade visual. O estudo apresenta as vantagens significativas da utilização da IA em termos de velocidade e escalabilidade, e revela as suas limitações, nomeadamente na captação de nuances culturais e na correspondência com a inteligência criativa e emocional dos especialistas humanos. O estudo recomenda um modelo híbrido de branding que tire partido das capacidades da IA aliadas à perspicácia humana para criar estratégias de branding persuasivas e eficientes.Fernandes, FilipaMena, RicardoRepositório ComumSacramento, Isabela Berger2023-12-19T16:10:31Z2023-092023-09-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.26/48569TID:203434625enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-21T16:30:40Zoai:comum.rcaap.pt:10400.26/48569Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:55:25.549127Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab
title Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab
spellingShingle Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab
Sacramento, Isabela Berger
Business-to-government
Branding
Marketing
Artificial intelligence
ChatGPT
Midjourney
title_short Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab
title_full Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab
title_fullStr Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab
title_full_unstemmed Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab
title_sort Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab
author Sacramento, Isabela Berger
author_facet Sacramento, Isabela Berger
author_role author
dc.contributor.none.fl_str_mv Fernandes, Filipa
Mena, Ricardo
Repositório Comum
dc.contributor.author.fl_str_mv Sacramento, Isabela Berger
dc.subject.por.fl_str_mv Business-to-government
Branding
Marketing
Artificial intelligence
ChatGPT
Midjourney
topic Business-to-government
Branding
Marketing
Artificial intelligence
ChatGPT
Midjourney
description This research investigates Artificial Intelligence (AI) and branding in relation to the rebranding process at the Belgian civic tech company, CitizenLab. Using different AI tools such as OpenAI’s ChatGPT, this study explores how the ability of AI to emulate and improve traditional branding phases such as interviewing stakeholders, producing brand concepts, and developing a visual identity. The significant benefits of using AI for speed and scalability are displayed and limitations are further uncovered, particularly in capturing cultural nuances and matching the creative and emotional intelligence of human experts. A hybrid model of branding presents the advantages of AI capabilities coupled with human insight to create compelling and efficient branding strategies.
publishDate 2023
dc.date.none.fl_str_mv 2023-12-19T16:10:31Z
2023-09
2023-09-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.26/48569
TID:203434625
url http://hdl.handle.net/10400.26/48569
identifier_str_mv TID:203434625
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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