What question did this study set out to answer?

The aim is to examine how AI-mediated communication affects brand authenticity and consumer trust in digital ecosystems.

January 23, 2026Open Access

Brand Authenticity in AI-Mediated Ecosystems: Rethinking Narrative Coherence and Consumer Trust

Key Points

The aim is to examine how AI-mediated communication affects brand authenticity and consumer trust in digital ecosystems.
Developed a conceptual framework based on branding theory and narrative coherence.
Analyzed the role of generative AI in reshaping brand communication.
Discussed implications in contexts of fragmented attention.
Proposes that AI influences perceptions of brand authenticity.
Highlights the need for coherent narratives in brand communication.
Indicates that consumer trust can be affected by how brands use AI in communication.

Abstract

This paper presents a conceptual framework examining how AI-mediated communication influences perceived brand authenticity, narrative coherence, and consumer trust in digital ecosystems. Drawing on branding theory, narrative coherence, and algorithmic mediation, the study discusses how generative AI reshapes symbolic brand communication in contexts of fragmented attention. This manuscript is shared as an Open Science preprint under Diamond Open Access principles and is intended to foster early dissemination and scholarly discussion. Future versions may incorporate empirical validation.

Brand Authenticity in AI-Mediated Ecosystems: Rethinking Narrative Coherence and Consumer Trust

Key Points

Abstract

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