What is Voice Assistant (VA)

Artificial intelligence (AI) is increasingly reshaping brand and marketing communications. While significant research has been conducted on the impact of AI in other fields, there is little empirical evidence on how artificial intelligence is affecting the customer journey. This research study seeks to answer, “How is artificial intelligence influencing both organizational content strategy and the related customer journey?” To answer this, the authors employed mixed-methods qualitative research via a content analysis of industry publications, a series of in-depth customer interviews, and a case study content analysis of two organizations that are using AI to varying degrees within their content strategy. This study found that many publications agree AI will play a future role as creative assistant in content development, that consumer perceptions about AI and cognitive dissonance impact levels of adoption to some extent, and that companies in different geographical locations may have different levels of AI adoption along innovation stages.