The role of generative AI in shaping consumer–brand relationships: a comparative study of the microblogging platforms X and threads

Purpose With an emphasis on the key consumer journey phases of awareness, engagement, purchase and loyalty, this study examines the relative effects of generative AI on customer–brand relationships across X and Threads. Design/methodology/approach Using an exploratory qualitative methodology, data were collected through two studies from interviews with 40 users interacting with non-generative AI brands and 30 consumers engaging with brands using generative AI on both X and Threads. Findings The results show that although Threads’ community-focused and visual approach increases engagement and loyalty, especially for non-generative AI brands, generative AI’s automated content significantly increases awareness and purchases on X. Originality/value No study has directly contrasted the branding strategies and patterns of customer interaction between brands on microblogging platforms such as X and Threads that use generative AI and those that do not. This gap is of extreme significance as generative AI is changing the way brands interact with customers and maintain connections; however, its effects have not been fully studied at the awareness, engagement, purchase and loyalty stages of the customer experience.