Authors: Akshatha
Abstract: Generative Artificial Intelligence (AI) and Large Language Models (LLMs) have emerged as transformative forces in marketing communication, reshaping consumer behaviour, corporate identity, and brand management. While the operational advantages of AI-generated content scalability, speed, and personalisation are well documented, the strategic implications for brand authenticity, consumer trust, and long-term brand equity remain insufficiently theorised. This paper develops a multi-disciplinary conceptual framework drawing on Brand Equity Theory, Consumer Attitude Theory, Signalling Theory, Source Credibility Theory, Authenticity Theory, the Technology Acceptance Model, and Human AI Interaction Theory. Through critical synthesis of these perspectives, the paper examines how corporate adoption of LLM-generated content influences consumer perceptions of authenticity, corporate reputation, and brand equity. Perceived authenticity and consumer trust are identified as key mediating mechanisms, while synthetic detachment a form of psychological distance arising from excessive automation is introduced as a novel construct. A strategic framework and ten theoretical propositions are developed, alongside managerial recommendations and directions for future empirical research.
