What is it about?
With an emphasis on the key consumer journey phases of awareness, engagement, purchase, and loyalty, this study examines the relative effects of generative AI on customer-brand relationships across X and Threads
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Why is it important?
No study has directly contrasted the branding strategies and patterns of customer interaction between brands on microblogging platforms such as X and Threads that use generative AI and those that do not. This gap is of extreme significance as generative AI is changing the way brands interact with customers and maintain connections; however, its effects have not been fully studied at the awareness, engagement, purchase, and loyalty stages of the customer experience.
Perspectives
The results show that although Threads’ community-focused and visual approach increases engagement and loyalty, especially for non-generative AI brands, generative AI’s automated content significantly increases awareness and purchases on X.
Dr. Zahy B Ramadan
Lebanese American University
Read the Original
This page is a summary of: The role of generative AI in shaping consumer–brand relationships: a comparative study of the microblogging platforms X and threads, Marketing Intelligence & Planning, December 2025, Emerald,
DOI: 10.1108/mip-01-2025-0058.
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