Published Online:December 2024
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM021224
Author Name:Aarzoo and Ruhi Lal
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:21
Artificial intelligence (AI), which can produce content on its own, increase productivity, and open up new creative avenues, has wholly transformed storytelling in advertising. AI improves the storytelling experience by identifying emotional triggers, suggesting visual components, and producing musical compositions. The strategic “emotional storytelling” technique integrates technology and human emotions into contemporary marketing. The paper uses qualitative research methods to investigate how AI enhances content marketing and advertising narratives. Integrating AI and brand storytelling is the central area of interest. Qualitative data analysis techniques have been applied, including case study development and multi-case analysis. Interpretive case analysis has made use of this method. Conceptualizing the case and selecting a phenomenon led to the development of the case story. Analyzing, arranging, categorizing, coding, and altering the unprocessed data has produced interpretations. Volkswagen’s VW ID Buzz, Nike’s “Dream Crazy,” and Cadbury Silk’s “The Story of Us” are a few case study examples. “The Story of Us” campaign from Cadbury Silk employs AI to craft original love stories. In contrast, Volkswagen’s campaign highlights the VW ID Buzz and a poignant duet between Maria Rita and Ellis Regina. Nike’s “Dream Crazy” campaign uses AI technology to personalize its message to a diverse audience, creating a compelling narrative that connects with everyone. This study contributes to the existing body of knowledge through its findings. The future of narrative in the era of AI is highlighted, along with the revolutionary power of AI and its positive emotional influence on brand impact.
Artificial intelligence (AI) is a force to be faced in advertising storytelling, revolutionizing how stories are developed, produced, analyzed and consumed (Sung et al., 2022). AI has a wide-ranging impact on several facets of the storytelling process.