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AI and Brand Management: Evaluating the Role of Artificial Intelligence in Shaping Brand Perceptions

Year: 2024
Type: article
Abstract: The development and implementation of new technology in corporate settings have resulted in widespread operational changes across all sectors. Notably, significant changes in the technical infrastructure of e-commerce are being made with the intention of swaying consumer behavior in favor of particular products and companies. The use of artificial intelligence (AI) emerges as a critical component of the innovative toolkit required for the personalization and customization of products to fulfill particular requirements. The findings of this study indicate that despite the contribution of AI systems to e-commerce, the question of whether or not they are ethically sound remains a problematic one, particularly with relation to the idea of explainability. In order to get a comprehensive comprehension of the concept of explainability, as it has been applied by researchers in the field of AI, the research utilized word cloud analysis, voyance analysis, and concordance analysis as their respective methods of investigation. This research was inspired by a corpus analysis, and it establishes the framework for a uniform front. As a result, it contributes to a scientific breakthrough that aims to develop models of Explainable Artificial Intelligence (XAI). XAI is a subfield of machine learning that examines and attempts to comprehend the models and methods involved in how the "black box" judgments of AI systems are formed. It offers insights into the decision points, factors, and data that are utilized in the process of making a suggestion. According to the findings of this study, explainable ML models need to be developed so that they can be interpreted and comprehended before they can be used in XAI systems.
Language: English
Open Access status: diamond
OpenAlex ID: W7216672834
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