Does the Dependence of Brand Voice on AI Restrict Freedom of Expression in Social Media?

Abstract

Abstract With the advent of social media and a unique brand voice, brand communications frequently employ artificial intelligence (AI) to facilitate timely interactions across the many channels of communication, and often integrate communications. This research seeks to investigate the influence of an AI-regulated brand voice on the freedom of expression (FOE) when communicating on social media. A qualitative research design is implemented based on content analysis. The research gap was identified by reviewing the role of brand voice using AI, the application of AI to monitor freedom of expression, and the study of integrating FOE in brand voice generation using AI. Various case studies were used to conclude that AI-regulated brand voice has a substantial impact on the freedom of expression on social media, which is frequently governed by privacy rules. This study establishes that a brand’s communication in its social media portfolio is governed by national and international laws that regulate freedom of expression and thus have legal implications. This study suggests that AI must be fed information to prevent content such as hate speech, bullying, and so on, and produce a brand voice with checkpoints for human validation and verification to maintain general societal decorum.