Integrating Brand Identity Into AI-Based Conversational Agents: A Systematic Literature Review
Journal
Hawaii International Conference on System Sciences (HICSS)
Type
conference paper
Date Issued
2025-01-07
Author(s)
Research Team
IWI6
Abstract
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.
Language
English
Keywords
Conversational Design
Brand Identity
Generative AI
Systematic Literature Review
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher place
Big Island, Hawaii
Pages
10
Event Title
Hawaii International Conference on System Sciences (HICSS)
Event Location
Big Island, Hawaii
Event Date
07.01.2025
Subject(s)
Division(s)
File(s)![Thumbnail Image]()
open.access
Name
JML_982.pdf
Size
376.61 KB
Format
Adobe PDF
Checksum (MD5)
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