AI 커뮤니케이션 브랜딩에 관한 연구-AI 스피커의 브랜드 아이덴티티 구축을 중심으로-

Abstract

'Branding' is an activity that builds recognition and trust mainly through visual identity. However, technologies such as AI, Big Data, and autonomous driving in the Fourth Industrial Age are asking completely new questions about what and how to 'brand' them. In particular, as the interface of these technologies is "voice communication," I research the factors and strategies of brand identity (BI) in AI communication through AI speakers. After investigating voice recognition, As a research method, I reviewed voice recognition, AI speaker technology, and domestic and international situation, and extracted the branding elements of AI communication based on 32 user experiences for 8 major AI speakers. As a result of the study, first, the brand experience elements of AI speakers exist at product dimensions, voice dimensions, and interface dimensions. Second, all brand elements are basically based on the technical satisfaction of speech recognition. Third, it is in the order of emotional responsiveness, voice character, and parent company image that plays an important role in forming the brand image, and the technical level of the parent company is important for the purchase intention. Fourth, naming, design, logos, and app UI, which were important in the former BI, showed relatively little influence. Fifth, the most important factor not only in brand affinity but also in measuring the technological level of AI is "emotional response" to spontaneous questions. In conclusion, the perspective of the strategy should be changed from the perspective of the existing main elements, such as naming, logos, packages, to the relationship-centric elements such as response, character, and technical interactions. In particular, we propose to strategically utilize Brand Architectype as the personality of voice characters acts as a decisive factor in BI.