THE IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE ON GLOBAL BRAND COMMUNICATION: OPPORTUNITIES AND CHALLENGES FOR AUTHENTICITY AND CONSUMER TRUST

The rapid adoption of generative artificial intelligence (AI) is transforming global brand communication by enabling scalable, personalized, and culturally adaptive content creation. This paper examines the dual impact of generative AI on brand authenticity and consumer trust in international marketing contexts. Drawing on signaling theory, source credibility theory, and relationship marketing perspectives, the study explores how AI-generated content reshapes consumer perceptions of brand authenticity across diverse markets. While generative AI offers significant opportunities for enhancing engagement, efficiency, and localization, it simultaneously introduces risks related to perceived inauthenticity, ethical concerns, and trust erosion. The paper proposes a conceptual framework linking AI-driven communication strategies with consumer trust outcomes and identifies moderating factors such as cultural sensitivity, transparency, and brand consistency. The findings contribute to the growing literature on digital transformation in international marketing and provide managerial recommendations for balancing technological innovation with authentic brand positioning.