Branded Content and New Persuasive Strategies in the Age of AI
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2025
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IGI Global Scientific Publishing
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Resumen
Branded content has evolved as a strategy to create content that resonates with consumers without triggering the rejection commonly associated with traditional advertising. In its recent campaigns, the IKEA brand has embraced this strategy, even incorporating artificial intelligence. This chapter explores how the brand is using branded content in its campaigns and the specific elements of artificial intelligence it is employing. Through a case study of the brand and an analysis of each of its campaigns, it is observed that branded content generates authentic and relevant content that connects with a wide audience, enhances the customer experience, and positions the company as a leader in sustainability, although the impact of AI on the strategy remains yet to be measurably determined.
Descripción
Connecting with the public, especially the younger generations, is challenging for brands and agencies unless they leverage new communication technologies to create engagement and foster more critical and active audiences. Consumers, often overwhelmed by messages and products, no longer need to avoid intrusive advertising. Instead, in this new advertising paradigm, they seek out brands and their advertisements to form a positive emotional connection. This intimate bond benefits both the brand and the consumer, acting as a loudspeaker for the brand's values and message. In this context, creativity and professional creatives are reaffirmed as the key differentiators for modern advertising agencies. These agencies need well-trained professionals who are not afraid to use new communication methods, including entertainment and emerging technologies like AI, which, despite being unregulated, are here to stay. AI Impacts on Branded Entertainment and Advertising explores the scientific foundations on the use of AI and branded content, understanding it as an essential tandem for the understanding of the advertising (and social) reality. Covering topics such as non-conventional media, influencer marketing, and avatar, this book is an excellent resource for marketing directors, brand creators, communication professionals, computer developers, corporate professionals, researchers, scholars, professionals, academicians, and more.
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Calle-Mendoza, S., Vicente-Fernández, P., & Arroyo-Almaraz, I. (2025). Branded content and new persuasive strategies in the age of AI. In Miguélez-Juan, B. & Rebollo-Bueno, S. (Ed),AI Impacts on Branded Entertainment and Advertising (pp. 125-144). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-3799-8