Using AI in the creation of municipality slogans

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dc.contributor.authorHakala, Ulla
dc.contributor.organizationfi=markkinointi|en=Marketing|
dc.contributor.organization-code1.2.246.10.2458963.20.50826905346
dc.converis.publication-id484253887
dc.converis.urlhttps://research.utu.fi/converis/portal/Publication/484253887
dc.date.accessioned2025-08-27T21:51:36Z
dc.date.available2025-08-27T21:51:36Z
dc.description.abstract<p>In this exploratory study, Chat Generative Pre-trained Transformer (ChatGPT), a chatbot developed by OpenAI, is utilized in the creation of slogans for Finnish municipalities in their place-branding eforts. The purpose is to investigate whether ChatGPT could provide the basis for a constructive slogan invention process for a city. Ideally, by adopting ChatGPT into their branding eforts, municipalities could save time and money. The issue is empirically explored in two phases: the frst utilizes ChatGPT in the creation of slogans for the 20 largest municipalities in Finland. The second introduces an expert human perspective on the matter by interviewing representatives of three major Finnish cities to garner their thoughts on the use of AI in place branding and on AI-generated slogans.Place branding is more complex than mere promotional elements (Govers in Place Brand Public Diplomacy 9:71–75, 2013), yet, slogans are being widely used by municipalities as traditionally also by companies.<br></p>
dc.identifier.jour-issn1751-8040
dc.identifier.olddbid201287
dc.identifier.oldhandle10024/184314
dc.identifier.urihttps://www.utupub.fi/handle/11111/47909
dc.identifier.urlhttps://doi.org/10.1057/s41254-024-00347-4
dc.identifier.urnURN:NBN:fi-fe2025082789389
dc.language.isoen
dc.okm.affiliatedauthorHakala, Ulla
dc.okm.discipline512 Business and managementen_GB
dc.okm.discipline512 Liiketaloustiedefi_FI
dc.okm.internationalcopublicationnot an international co-publication
dc.okm.internationalityInternational publication
dc.okm.typeA1 ScientificArticle
dc.publisherSpringer Nature
dc.publisher.countryUnited Kingdomen_GB
dc.publisher.countryBritanniafi_FI
dc.publisher.country-codeGB
dc.relation.doi10.1057/s41254-024-00347-4
dc.relation.ispartofjournalPlace Branding and Public Diplomacy
dc.source.identifierhttps://www.utupub.fi/handle/10024/184314
dc.titleUsing AI in the creation of municipality slogans
dc.year.issued2024

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