Perspectives on Artificial Intelligence and Place Branding: Exploring Potentials and Limitations in the Case of Rio do Sul
Keywords:
Generative artificial intelligence, brand, place-brandingAbstract
This study explores the potentials and limitations of using Generative Artificial Intelligence (GenAI) tools in the place-branding process, focusing on the development of the territorial brand for Rio do Sul, a small city in Santa Catarina, Brazil. The objective is to analyze how AI can optimize specific stages of place branding such as the creation of a brand manifesto, as well as visual content like the visual identity and other brand elements. A case study methodology was employed to identify the team’s perspective on both limitations and capabilities of AI assistance. Data were collected through structured questionnaires answered by team members involved in the brand development process. The results indicate that AI was effective in optimizing textual tasks, such as the brand manifesto and refining written content, which was used in the final version of the brand reports. However, significant limitations were found in the generation of visual content, with results falling short of expectations in terms of aesthetics and creative complexity. The causes of the unsatisfactory results were not examined in depth in this study, which creates opportunities for further research in this area.
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