The AI-mediated brand

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bachelor_Kylä-Setälä_Eelis_2025.pdf (426.18 KB)

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School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

39

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Abstract

The fast rise of Generative AI has transformed marketing, yet its impact on consumer-brand relationships remains complex. This thesis examines how different AI-powered marketing tools shape consumer perceptions of brands and whether different tools follow the same dynamics. Through a bibliometric analysis followed by a thematic literature review, the thesis identifies key mechanisms driving consumer response. The findings reveal that the quality of the interaction is a key driver in addition to a trade-off between perceived warmth and competence. The analysis also highlights transparency and augmentation as essential strategies for managing implementation. Furthermore, context is also identified to impact consumer perceptions especially in cultural context. Based on these findings, future research avenues are presented to deepen understanding of AI tool impacts and suggestions are made on how to best implement AI tools as a part of marketing activities.

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Thesis advisor

Sakhnovskaia, Elizaveta

Keywords

artificial intelligence, consumer-brand relationship, trust, AI disclosure, consumer perceptions

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https://urn.fi/URN:NBN:fi:aalto-202601181412

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[kand] Kauppakorkeakoulu / BIZ (Open Access)