Responsible AI, Responsible Brands: Promotion in the Digital Era
Abstract
This editorial introduces the Special Issue “Responsible AI, Responsible Brands” and shows how AI-driven promotions reshape social responsibility messaging, brand legitimacy, and consumer trust. Drawing on five contributions, it highlights tensions between automation and sincerity, including disclosure–trust inversion and the operational–legitimacy paradox. Two theory pieces advance a governance-visibility-first principle and RAISM 2.0, shifting from disclosing AI use to making human oversight visible. Empirical studies show CSR short‑form video engagement is driven mainly by credibility and quality, while AI-enabled urgency can trigger impulse regret and higher return intentions.
Fields of Study & Subjects
Ethics and Social Impacts of AI
AI in Service Interactions
Digital Innovation in Industries
Publication details
- Journal / source
- Journal of Promotion Management
- Publisher
- Informa UK Limited
- Volume
- 32
- Issue
- 3
- Pages
- 209–211
- Publication date
- 3 April 2026
- Language
- EN