Exploring The Effect of AI-Written English Content on Brand Image in Social Media Communication

Abstract

Digital expansion of Artificial Intelligence (AI) is a trend that has extremely changed the way brands communicate on social media. One of such trends is the usage of AI-generated English texts, and it is a trend in the production of promotional content, social media captions, advertisements, and automated interactions with customers. Although such content is also efficient and scaled, the extent to which it can affect the brand perception, especially the authenticity and the credibility of the consumer is the question that has not been addressed adequately. In this essay, the AI-generated text on the English language is examined in terms of how it interferes with the brand perception in the social media. It was conducted using the theories of brand communication and authenticity within the context of computer-mediated communication because the authors wanted to explore how the audience influences the perception of AI-generated language and the brand image and credibility, in general. The research results can be applied in the practice of interest in sustaining authentic interactions in a more automated digital environment and being willing to utilize AI as the tool of digital communication overall due to its anxieties about the aspects pertaining to language and consumer attitudes.