Consumer Behavior

How Are AI and gen AI Being Used in Brand Communications and Loyalty Programs?

---

Abstract

This qualitative study examines how artificial intelligence and generative AI usage in brand communications and loyalty programs influences consumers' perceptions of brand authenticity. Through semi-structured interviews with 13 participants categorized by Diffusion of Innovation adopter types, this research explores the relationship between AI implementation and brand-related perceptions, attitudes, and behavioral intentions. Findings reveal that while participants hold positive perceptions of AI, they express concerns about specific applications, particularly image generation and customer service. Human involvement and disclosure emerge as critical factors for maintaining brand authenticity perceptions across both brand communications and loyalty programs. This study extends brand authenticity theory and Diffusion of Innovation theory to the context of AI in the fashion industry, providing insights for brands implementing AI technologies while maintaining authentic consumer relationships.

Keywords: brand authenticity, AI, gen AI, and human involvement, Gen AI, human involvement

How to Cite:

Downs, A. & Kopot, C., (2025) “How Are AI and gen AI Being Used in Brand Communications and Loyalty Programs?”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21911