Automating Authenticity
Swan, Luke
Swan, Luke
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2025-05-19
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This thesis explores the evolving relationship between artificial intelligence and authentic human connection in marketing and creative industries. As AI becomes increasingly embedded in content creation, from recommendation engines to generative design tools, marketers face a critical question: can technology replicate or even enhance the emotional resonance traditionally delivered by human storytelling? Through a historical analysis of digital marketing's evolution, a review of AI's technological rise, in-depth brand case studies, and original consumer survey data, this research investigates how automation and authenticity intersect. Findings reveal that while AI can support creativity and personalization at scale, it struggles to consistently deliver the emotional depth and trust that consumers associate with human-made content. Some AI-generated advertisements, particularly those that tap into familiar cultural cues, can achieve strong engagement, but a subtle trust gap often remains. Ultimately, this thesis argues that marketers must approach AI as a creative tool rather than a substitute for human insight. The future of meaningful brand communication will depend on striking a thoughtful balance between efficiency and emotional authenticity.
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Marketing