<abstract xmlns="http://www.w3.org/1999/xhtml">
<p>With the advent of social media and a unique brand voice, brand communications frequently employ artificial intelligence (AI) to facilitate timely interactions across the many channels of communication, and often integrate communications. This research seeks to investigate the influence of an AI-regulated brand voice on the freedom of expression (FOE) when communicating on social media.</p>
<p>A qualitative research design is implemented based on content analysis. The research gap was identified by reviewing the role of brand voice using AI, the application of AI to monitor freedom of expression, and the study of integrating FOE in brand voice generation using AI. Various case studies were used to conclude that AI-regulated brand voice has a substantial impact on the freedom of expression on social media, which is frequently governed by privacy rules. This study establishes that a brand’s communication in its social media portfolio is governed by national and international laws that regulate freedom of expression and thus have legal implications. This study suggests that AI must be fed information to prevent content such as hate speech, bullying, and so on, and produce a brand voice with checkpoints for human validation and verification to maintain general societal decorum.</p>
</abstract>

With the advent of social media and a unique brand voice, brand communications frequently employ artificial intelligence (AI) to facilitate timely interactions across the many channels of communication, and often integrate communications. This research seeks to investigate the influence of an AI-regulated brand voice on the freedom of expression (FOE) when communicating on social media.
A qualitative research design is implemented based on content analysis. The research gap was identified by reviewing the role of brand voice using AI, the application of AI to monitor freedom of expression, and the study of integrating FOE in brand voice generation using AI. Various case studies were used to conclude that AI-regulated brand voice has a substantial impact on the freedom of expression on social media, which is frequently governed by privacy rules. This study establishes that a brand’s communication in its social media portfolio is governed by national and international laws that regulate freedom of expression and thus have legal implications. This study suggests that AI must be fed information to prevent content such as hate speech, bullying, and so on, and produce a brand voice with checkpoints for human validation and verification to maintain general societal decorum.

Does the Dependence of Brand Voice on AI Restrict Freedom of Expression in Social Media?

ACTA PROSPERITATIS

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

With the advent of social media and a unique brand voice, brand communications frequently employ artificial intelligence (AI) to facilitate timely interactions...

Does the Dependence of Brand Voice on AI Restrict Freedom of Expression in Social Media?

Published Online: Sep 20, 2023

Page range: 155 - 165

DOI: https://doi.org/10.37804/1691-6077-2023-14-155-165

Keywords
Artificial Intelligence (AI), Brand Voice, Freedom of Expression (FOE), Brand Communications, Social Media Human Rights

© 2023 Sati Siroda, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Does the Dependence of Brand Voice on AI Restrict Freedom of Expression in Social Media?

Published Online: Sep 20, 2023

Page range: 155 - 165

DOI: https://doi.org/10.37804/1691-6077-2023-14-155-165

KeywordsArtificial Intelligence (AI), Brand Voice, Freedom of Expression (FOE), Brand Communications, Social Media Human Rights

© 2023 Sati Siroda, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Artificial Intelligence (AI), Brand Voice, Freedom of Expression (FOE), Brand Communications, Social Media Human Rights