Author(s)

Zixi Liu

Corresponding Author

Zixi Liu

Abstract

With the acceleration of digitalization, generative artificial intelligence (GAI) has caused profound changes in the field of brand information communication. This article deeply explores the brand information communication strategy based on GAI. Through literature research and theoretical analysis, this article analyzes the advantages and challenges brought by GAI in this field. It is found that GAI gives brand information communication advantages such as efficient content creation, personalized customization and creative stimulation, but also brings many challenges such as information authenticity, copyright ownership, ethics and audience trust. Based on this, this article constructs communication strategies from four dimensions: content creation, communication channel integration, audience interaction and risk management. Content creation using GAI to create diverse and adaptable content in different scenarios; In the aspect of communication channel integration, it uses its analysis data to achieve accurate push and cross-channel management. Audience interaction, using AI to enhance real-time communication and feedback analysis with the audience; Risk management deals with all kinds of risks by establishing multi-level audit and other mechanisms. The purpose of this article is to provide strategic guidance for brands and marketing organizations, and help them realize the efficient and steady dissemination of brand information with the help of GAI, so as to enhance brand competitiveness.

Keywords

Generative AI; Brand Information Dissemination; Communication Strategy; Challenge; Superiority