AI and Brand Activism - Generative AI based Video Content Design Strategy

In the midst of rapid social changes led by interactive media and artificial intelligence(AI), changes in the business environment are no longer considered an option for brands, but rather a natural part that consumers consider. In order to efficiently achieve the dual goals of positive social change and brand value enhancement, an effective brand activism content design strategy utilizing generative artificial intelligence(AI), which is attracting attention in the hyper-personalized ecosystem, is necessary. To this end, based on the literature in this area, message strategies and design characteristics applicable to this study were extracted. In order to verify the validity and reliability of this content, expert interviews and surveys were conducted on 20 domestic and foreign brand activism cases and 24 generative AI-based content cases, and qualitative and quantitative evaluations were conducted in parallel to extract the characteristics of brand activism content and generative AI-based content design by message strategy. Based on the above analysis, the framework of a generative AI-based brand activism video content design strategy model was established, and two experimental materials based on the strategy model were produced and a survey was conducted on 300 consumers who were customized targets. The collected data were verified for significance regarding the research questions using SPSS 27.0. The results of the study showed differences in consumer cognitive responses by two types based on the six-part message strategy. In addition, a significant moderating effect on positive attitude changes in participation behavior according to memorability and brand image level was confirmed. In a reality where research on brand activism activation is minimal, this study is the first to present an efficient and effective personalized generative AI-based brand activism video content design strategy that corresponds to consumer changes based on message strategy, brand activism, and the characteristics of generative AI-based content, and it will also make a practical contribution to establishing a brand activism activation strategy.