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The Determinants of Harnessing AI in Shaping Company’s Image

Author

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  • Lukasz Wojtowicz
  • Katarzyna Kalinowska
  • Adam Weinert

Abstract

Purpose: The article explores the role of Artificial Intelligence (AI) in shaping a company's image. The research hypothesis states: Artificial intelligence is a significant factor influencing the perception of a company's image in contemporary economic reality. Design/Methodology/Approach: A detailed literature review was contained in the theoretical section. In the empirical part a survey was conducted among 160 enterprises to identify factors influencing company image and assess the impact of AI technologies. In this section were used the exploratory factor analysis, which serves to identify key factors and explicate correlations among variables, to verify the research hypothesis. The number of factors was indicated by means of Cattel’s method and Kaiser criterion. Findings: The research confirms the hypothesis that AI is a significant factor influencing a company's image in today's economic reality. The analysis of 20 variables revealed that most companies perceive AI as beneficial for various aspects of their operations, with applications like monitoring online reviews, detecting social trends, and user recommendation analysis receiving high ratings for enhancing brand reputation. Factor analysis identified four key determinants impacting a company's image through AI: Automation/Optimization, Strategic Analysis, Content Management, CSR (Corporate Social Responsibility). Practical Implications: The results are applicable to the work of both scientists and practitioners. Businesses should leverage AI technologies to automate and optimize processes, strategic analysis and support CSR initiatives. Implementing AI can enhance brand reputation, customer satisfaction, and long-term growth. Originality/Value: This study contributes to the understanding of how AI can be used to achieve sustainable organizational growth while simultaneously shaping a positive company image. Moreover the identification of four key determinants through factor analysis provides valuable insights for businesses seeking to strategically integrate AI into their operations.

Suggested Citation

  • Lukasz Wojtowicz & Katarzyna Kalinowska & Adam Weinert, 2024. "The Determinants of Harnessing AI in Shaping Company’s Image," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 1288-1300.
    • Handle: RePEc:ers:journl:v:xxvii:y:2024:i:4:p:1288-1300
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    References listed on IDEAS

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    4. Krystyna Jarek & Grzegorz Mazurek, 2019. "Marketing and Artificial Intelligence," Central European Business Review, Prague University of Economics and Business, vol. 2019(2), pages 46-55.
    5. Mustak, Mekhail & Salminen, Joni & Plé, Loïc & Wirtz, Jochen, 2021. "Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 389-404.
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    More about this item

    Keywords

    AI; CSR; innovations; management.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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