Off-campus ETSU users: To download "Campus Only" theses, please use the following link to log in to our proxy server with your ETSU username and password.
Non-ETSU users: Please talk to your librarian about requesting this thesis through interlibrary loan.
Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
8-2024
Committee Chair or Co-Chairs
Stephen Marshall
Committee Members
David Stokes Piercy, Anthony Chase Mitchell
Abstract
This study explores the impact of generative artificial intelligence (AI) on creative workflows and the broader implications for the modern creative and marketing landscapes. The study analyzes the effects of generative AI on brand-consumer relationships, emphasizing emergent creative, ethical and societal challenges. It highlights the transformative power of AI in content creation and content distribution while also addressing its limitations. The research examines the blurred lines between human and machine creativity, the ethical dilemmas surrounding intellectual property, and the impact of algorithmic branding on society and culture. This research involved interviews with 12 subject matter experts with experience using generative AI tools in creative industries. These interviews sought to discover how generative AI enhances creative workflows and impacts the dynamics of brand-consumer relationships. Participants describe their experiences integrating generative AI into their workflows and provided their perspectives on how these tools will impact brands and consumers in the future.
Document Type
Thesis - restricted
Recommended Citation
Ryans, Cody, "Culturally-Attuned AI: Balancing Creative, Ethical and Societal Considerations in the Future of Brand-Consumer Relationships" (2024). Electronic Theses and Dissertations. Paper 4421. https://dc.etsu.edu/etd/4421
Copyright
Copyright by the authors.