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The Role of Artificial Intelligence in the Evolution of Brand Voice in Multimedia

journal contribution
posted on 2022-06-27, 20:47 authored by Julija SurikovaJulija Surikova, Sati SirodaSati Siroda, Bharat Bhattarai

  

Abstract 

Digital automation and artificial intelligence (AI) have transformed over decades as more organisations communicate with audiences utilising multimedia platforms globally. With digitalization, brand voice has become a necessity in brand communication with users, and conversational AI is utilised to interpret inputs. The aim is to explore how AI has evolved brand voice in multimedia and their interdependencies.

Qualitative research design is applied based on content analysis of various multimedia applications. Initially, the role of AI in the evolution of brand voice, the role of AI in multimedia and the role of brand voice in multimedia had been reviewed which highlighted the research gap. By drawing implications from shared study areas, the interdependence of these three notions was determined.

This paper finds that AI plays a crucial role in evolving, developing, predicting, and analysing brand voice in multimedia, resulting in the current life cycle of the brand voice. The interdependence diagram and brand voice life cycle reveal that AI defines brand voice's effectiveness and helps evolve it by offering suggestions. AI-powered engines are crucial to the success of multimedia platforms and thus the paper introduces AI-powered two-way integration architecture.

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