From Disclosure to Control: A Responsible AI Storytelling Model for CSR Promotions

Artificial intelligence (AI) offers unprecedented efficiency in content generation, yet its role in Corporate Social Responsibility (CSR) storytelling remains contentious. This conceptual article proposes the Responsible AI Storytelling Model (RAISM 2.0). Moving beyond simple disclosure, we explore Perceived Human Control as a potential moderating condition. We juxtapose AI’s processing fluency against the automation enabled greenwashing risk. The framework posits that Human-Controlled AI—where humans retain creative sovereignty—may help mitigate the loss of Legitimacy and Moral Agency. We extend the model with a governance layer (RAISM-G) aligned with the EU AI Act, offering preliminary strategic considerations for promotion managers. As a conceptual framework, RAISM 2.0 presents theoretical propositions intended to guide future empirical validation rather than established empirical facts.