Social activism of brands in the age of artificial intelligence (AI)

Abstract

Individual perception is decisive in relation to the response to socio-political issues because perception influences attitudes and behavior, it leads to decision-making, affects its quality, and at the same time constructs our perception of reality as such. Two phenomena – the social activism of brands and artificial intelligence – have also become the subject of interest in numerous scientific studies in academic research for this reason. However, their mutual influence and effects on the consumer are still considered underresearched. This paper presents the essence of brand activism as a marketing strategy with the potential to influence consumer perceptions, attitudes and subsequent behavior. Using the examples from a study, it points out that perception and attitudes are also influenced by AI tools and social media, which we conceptually define as the intervening factors with an effect of the consequences of activism. Using specific examples, the paper points to the contemporary use of AI tools in the communication of social activism of brands and to the factors affecting the consequences of brand activism.