%0 Conference Paper %1 ls_leimeister %A Dittmar, Angelia %A Reinhard, Philipp %A Li, Mahei Manhai %A Karst, Fabian %A Leimeister, Jan Marco %B Hawaii International Conference on System Sciences (HICSS) %C Big Island, Hawaii %D 2025 %K Conversational_design brand_identity dempub generative_AI itegpub pub_jml pub_mli pub_pre systematic_literature_review %T Integrating Brand Identity Into AI-Based Conversational Agents: A Systematic Literature Review %X A company's brand identity is vital for fostering meaningful interactions with customers in a digital economy. As generative artificial intelligence (GenAI) becomes increasingly integrated into our daily lives, AI-based assistants are evolving into the primary channel for representing a brand's identity. Consequently, brand departments face the challenge of translating their company's brand identity into highly interactive AI-based assistants effectively. While there is diverse research on single cues that influence user perceptions, the literature lacks a comprehensive understanding of conversational cues and their impact on brand-related outcomes. Hence, we conduct a systematic literature review to identify verbal and visual cues in the design of AI-based chatbots and examine how they influence the perceptions of the assistants and the brand. We contribute a conceptual framework that summarizes the independent and dependent variables as well as their interrelationships and provides researchers and practitioners with a basis for designing and studying conversational design in the age of GenAI.

@inproceedings{ls_leimeister, abstract = {A company's brand identity is vital for fostering meaningful interactions with customers in a digital economy. As generative artificial intelligence (GenAI) becomes increasingly integrated into our daily lives, AI-based assistants are evolving into the primary channel for representing a brand's identity. Consequently, brand departments face the challenge of translating their company's brand identity into highly interactive AI-based assistants effectively. While there is diverse research on single cues that influence user perceptions, the literature lacks a comprehensive understanding of conversational cues and their impact on brand-related outcomes. Hence, we conduct a systematic literature review to identify verbal and visual cues in the design of AI-based chatbots and examine how they influence the perceptions of the assistants and the brand. We contribute a conceptual framework that summarizes the independent and dependent variables as well as their interrelationships and provides researchers and practitioners with a basis for designing and studying conversational design in the age of GenAI.}, added-at = {2024-10-02T10:13:12.000+0200}, address = {Big Island, Hawaii}, author = {Dittmar, Angelia and Reinhard, Philipp and Li, Mahei Manhai and Karst, Fabian and Leimeister, Jan Marco}, biburl = {https://www.bibsonomy.org/bibtex/21a4ae9b07f5d4a268908e123ee7e0eb8/ls_leimeister}, booktitle = {Hawaii International Conference on System Sciences (HICSS)}, eventdate = {07 Jan 2025}, eventtitle = {Hawaii International Conference on System Sciences (HICSS)}, interhash = {1e84411c96b7e45f363ded945c6c0688}, intrahash = {1a4ae9b07f5d4a268908e123ee7e0eb8}, keywords = {Conversational_design brand_identity dempub generative_AI itegpub pub_jml pub_mli pub_pre systematic_literature_review}, timestamp = {2024-10-02T10:13:12.000+0200}, title = {Integrating Brand Identity Into AI-Based Conversational Agents: A Systematic Literature Review}, venue = {Big Island, Hawaii}, year = 2025 }