Do we need Alexa or Alex? Leveraging generative artificial intelligence for establishing brand identity for designing name-brand voice assistants

Abstract

Emerging trends such as personalization, artificial intelligence, and experiential marketing present new opportunities and challenges for understanding and leveraging brand personality in contemporary marketing contexts. This paper explores the literature around the effect of voice on brand personality and if name-brand voice assistants posit an opportunity for the brands to create a unique brand identifier for easy recall and thus a long-term competitive advantage against the firms that choose to adopt the generic voice-based assistants like Alexa or Siri. This study is a qualitative study which uses the literature review method. The study makes use of existing literature and draws resources from credible sources. The study concludes that there are a few things that can be leveraged from the previous literature and there is a need to do further research to explore the unanswered questions.

Keywords: Artificial intelligence; branding; brand personality; name-brand voice assistants (NBVA); Voice Assistants (VA).