The influence of generative artificial intelligence on brand identity development

: the case of ChatGPT at Mojobrands

Abstract

The rapid advance of Artificial Intelligence (AI) has transformed many sectors, and marketing is no exception. Generative AI (GAI) tools, such as ChatGPT, are increasingly integrated into creative processes, raising discussions about their impact on originality, efficiency and brands differentiation. The present dissertation explores the influence of GAI on brand identity development, addressing the question: How does ChatGPT influence brand identity development? To answer this question, a case study was conducted at Mojobrands, a creative agency that actively incorporates ChatGPT into its branding workflows. Semi-structured interviews with project managers revealed a dual role for ChatGPT: as a facilitator, improving efficiency, idea generation, and content structuring, as well as a potential constraint, raising concerns about originality, overconfidence, and the perception of authorship.On the one hand, ChatGPT facilitates brainstorming and storytelling. On the other hand, however, its induces uniformity, lack of contextual depth, and creative dependency, thus requiring human supervision. This study proposes a theoretical framework with key propositions about the role of GAI in brand identity development, emphasizing that its value lies in enhancing human creativity rather than replacing it.

Date of Award	10 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Alexandre Morais (Supervisor)