A conceptual framework for efficient and effective human–AI co‑creation for creative brand voice

Kirkby, A. L., Baumgarth, C., & Henseler, J. (2025). Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co‑creation for creative brand voice. Journal of Brand Management, 32(5), 385–39. https://doi.org/10.1057/s41262-025-00387-y --- %ABS2% --- The author disclosed receipt of the following financial support for the research, authorship, and/or publication of this article. The author gratefully acknowledge financial support from FCT Fundação para a Ciência e a Tecnologia (Portugal) and national funding through the research grant Information Management Research Center—MagIC/NOVA IMS (UIDB/04152/2020).