| Abstract [eng] |
Integrating artificial intelligence (AI) tools into corporate image build-ing is becoming increasingly vital in today’s tech-driven consumer landscape (Buhmann & Gregory, 2023). Traditional strategies such as manual media monitoring and stakeholder interviews have become in-effective in responding to the rapid shifts in public perception. The surge in digital media has complicated the selection of representative samples, which underscores the necessity of AI in enhancing corporate image and fostering customer loyalty (Singh & Singh, 2024). AI technologies, particularly natural language processing (NLP) and sentiment analysis, have revolutionized media analytics by facilitating in-depth scrutiny of vast datasets from diverse sources, including social media and customer feedback. (Loureiro et al. 2020). This advancement enables firms to align their communication strategies with stakeholder sentiments and narratives in real time, resulting in personalized cus-tomer experiences and heightened engagement. In the contemporary marketplace, where brand trust and loyalty are paramount, strategic communication is essential for customer-oriented businesses. The in-corporation of AI into communication strategies not only improves ‒ 398 ‒ efficiency but also nurtures trust-based relationships with consumers, contributing to long-term business success (Wiencierz & Röttger, 2017). The integration of AI into public relations practices underscores the need for narratives that not only promote corporate values but also address societal concerns (Coombs & Holladay, 2018).This study uniquely investigates the strategic application of AI tools to measure and enhance the corporate image of grocery retailers. While prior re-search has primarily concentrated on AI within operational areas like inventory management and personalized marketing (Adi, 2023), this study fills the gap in understanding AI’s influence on corporate com-munication content understanding (Buhmann & Gregory, 2023; Roggeveen & Sethuraman, 2020). It utilizes advanced technologies such as NLP, sentiment analysis, and machine learning algorithms. AI-powered sentiment analysis can be used in competitive research to as-sess interest in specific issues, identify market conditions, and investi-gate competitors (Taherdoost & Madanchian, 2023). Despite the prom-ising prospects of AI in corporate image management, challenges per-sist, including concerns over data collection without consent, profiling, and a lack of transparency in AI decision-making (Dwivedi et al., 2021). The study addresses the imperative for AI tools in managing the corporate image of grocery retailers in a competitive, technology-driven environment that is emerging right now: integrated multiple sources of data collected automatically by mechanical AI (e.g., IoT, sensors, and wearables); unstructured behavioral, opinion, and sentiment data; data are real-time, during a customer’s experience, and in context; big data analytics for unstructured data; data-driven exploration; feeling analyt-ics for customer insights with scale; understand customers in their own words and expression; deep learning and NLP for contextual customer thinking and feeling; feeling AI interacts with customers; mechanical AI automates promotional executions and media planning, AI for content creativity and for emotion sensing and reaction. (Huang & Rust, 2021). Research method employed in the article: employing scientific literature analysis alongside quantitative content analysis. |
