Publication
Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab
| dc.contributor.advisor | Fernandes, Filipa | |
| dc.contributor.advisor | Mena, Ricardo | |
| dc.contributor.author | Sacramento, Isabela Berger | |
| dc.date.accessioned | 2023-12-19T16:10:31Z | |
| dc.date.available | 2023-12-19T16:10:31Z | |
| dc.date.issued | 2023-09 | |
| dc.description.abstract | This research investigates Artificial Intelligence (AI) and branding in relation to the rebranding process at the Belgian civic tech company, CitizenLab. Using different AI tools such as OpenAI’s ChatGPT, this study explores how the ability of AI to emulate and improve traditional branding phases such as interviewing stakeholders, producing brand concepts, and developing a visual identity. The significant benefits of using AI for speed and scalability are displayed and limitations are further uncovered, particularly in capturing cultural nuances and matching the creative and emotional intelligence of human experts. A hybrid model of branding presents the advantages of AI capabilities coupled with human insight to create compelling and efficient branding strategies. | pt_PT |
| dc.description.abstract | Este estudo investiga a ligação entre a Inteligência Artificial (IA) e o branding em relação ao processo de rebranding da empresa belga de tecnologia cívica, CitizenLab. Utilizando diferentes ferramentas de IA, como o ChatGPT da OpenAI, o estudo questiona se a IA tem a capacidade de replicar e melhorar as fases tradicionais de branding, como entrevistar as partes interessadas, produzir conceitos de marca e desenvolver uma identidade visual. O estudo apresenta as vantagens significativas da utilização da IA em termos de velocidade e escalabilidade, e revela as suas limitações, nomeadamente na captação de nuances culturais e na correspondência com a inteligência criativa e emocional dos especialistas humanos. O estudo recomenda um modelo híbrido de branding que tire partido das capacidades da IA aliadas à perspicácia humana para criar estratégias de branding persuasivas e eficientes. | pt_PT |
| dc.identifier.tid | 203434625 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/48569 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Business-to-government | pt_PT |
| dc.subject | Branding | pt_PT |
| dc.subject | Marketing | pt_PT |
| dc.subject | Artificial intelligence | pt_PT |
| dc.subject | ChatGPT | pt_PT |
| dc.subject | Midjourney | pt_PT |
| dc.title | Branding in the era of artificial intelligence (AI): an examination of hybrid human-AI approach in the rebranding of citizenLab | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto de Arte, Design e Empresa - Universitário | |
| thesis.degree.name | Gestão do Design | pt_PT |
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