The Role of AI in Company's Image Management

Radoslaw Luft, Katarzyna Kalinowska and Adam Weinert

European Research Studies Journal, 2024, vol. XXVII, issue 4, 1216-1226

Abstract: Purpose: The purpose of this article is to explore the impact of artificial intelligence (AI) on company image management. The research investigates how AI-driven innovations contribute to improving a company’s reputation, perception by stakeholders, and overall competitiveness in the market. It aims to identify the specific AI functions that have the most significant influence on enhancing corporate image and long-term growth. Design/Methodology/Approach: The study utilizes a quantitative research design, employing a stratified sampling method to gather data from companies across various sectors that are actively using AI in their operations. Data was collected through an original questionnaire with 20 determinants, rated on a seven-point Likert scale. Statistical methods, including descriptive statistics, were used to analyze the impact of AI on sustainable growth and image management. The snowball sampling method ensured diversity in the analyzed enterprises. Findings: The results indicate that AI plays a pivotal role in improving a company's image by enhancing functions such as Monitoring Online Reviews, Detecting Social Trends, and User Recommendation Analysis. These AI applications are rated highly by respondents in terms of their contribution to reputation building. However, functions like Price Strategy Optimization received lower ratings, suggesting areas for further development. Most variables have a mean score above 4.5, reflecting the positive perception of AI's role in image management. Practical Implications: The findings provide practical insights for companies looking to leverage AI to improve their public perception and stakeholder relations. Businesses can prioritize AI functions such as online review monitoring and social trend detection to strengthen their image. Additionally, the study highlights the need for continuous monitoring and optimization of AI applications to maximize their impact on reputation and competitiveness. Originality/Value: This research contributes to the growing body of knowledge on the intersection of AI and corporate image management. It offers empirical evidence on the specific AI functions that most significantly influence how companies are perceived by stakeholders, filling a gap in the literature on AI's role in intangible asset management. The study provides valuable insights for both academics and practitioners interested in the strategic use of AI for reputation enhancement and long-term business growth.

Keywords: AI; CSR; innovations; management. (search for similar items in EconPapers)
JEL-codes: D83 L86 M31 O33 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxvii:y:2024:i:4:p:1216-1226

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