Publication Type
Conference Proceeding Article
Version
publishedVersion
Publication Date
8-2023
Abstract
AI Chatbots, like ChatGPT, have attracted widespread attention for their powerful natural languageprocessing capabilities. Artificial intelligence (AI) chatbots, such as Auto-GPT and ChatGPT, canhelpcompanies create brand stories and communicate with stakeholders to enhance corporate communicationand brand equity. In this extended abstract, we discuss our plan to generate brand messages withvaryinglanguage formality and investigate the effect of informed communicators (i.e., human and AI chatbots) and the language formality of brand stories on individuals' attitudes to the brand and examine the roleof psychological distance. Our findings are expected to contribute to the theoretical fundamentals of usingchatbots like ChatGPT in brand storytelling.
Keywords
ChatGPT, chatbot, language style, brand storytelling, psychology distance, brand attitude
Discipline
Artificial Intelligence and Robotics
Research Areas
Intelligent Systems and Optimization
Areas of Excellence
Digital transformation
Publication
Proceedings of the Twenty‑ninth Americas Conference on Information Systems (AMCIS 2023), Panama, August 10-12
First Page
1
Last Page
3
Publisher
AIS
City or Country
USA
Citation
WANG, Runyu; SIAU, Keng; and ZHANG, Zili.
Using AI and ChatGPT in brand storytelling. (2023). Proceedings of the Twenty‑ninth Americas Conference on Information Systems (AMCIS 2023), Panama, August 10-12. 1-3.
Available at: https://ink.library.smu.edu.sg/sis_research/10861
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