Brand Voice Management in the Era of Large Language Models
DOI:
https://doi.org/10.28925/2524-2652.2026.119Keywords:
brand voice, large language models, brand communications, brand authenticity, conversational human voice, generative AI, virtual influencers, AI disclosureAbstract
The article examines the transformation of brand voice in the context of the growing use of large language models in contemporary brand communications. The relevance of the topic lies in the fact that generative artificial intelligence is changing not only the speed and scale of content production, but also the very principles of building and maintaining a brand’s communication identity. While in classical approaches brand voice was understood as a relatively stable set of stylistic, tonal, and value-based characteristics, in the era of large language models it is increasingly turning into an adaptive system shaped through prompts, templates, and other tools for managing generation. The aim of the article is to conceptualize the key challenges of brand voice management in the era of large language models and to develop a model for managing brand voice in AI-mediated communication. The methodological basis of the study includes analysis, synthesis, comparison, thematic clustering, and conceptual modelling based on the systematization of 40 scholarly works. The study identifies a structural conflict between personalization, consistency, and authenticity in brand expression under conditions of scalable AI-generated communication. It is demonstrated that large language models increase the adaptability of brand communications, but without a clear system of brand voice management they may lead to a loss of stylistic coherence, weakened authenticity, and reduced strategic control over communication. A five-level model of brand voice management is proposed, including the voice core, the adaptive layer, instruction management, editorial oversight, and the level of ethics and transparency. It is concluded that the effective use of large language models in brand communications requires a shift from purely creative tone management to an institutionalized system of control that combines generative flexibility with normative, stylistic, and ethical coherence.
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