Deconstruction and Reconstruction of Brand Authority by AI: A Comparative Case Study Based on the Authenticity Dimension

Institute of Popular Music, Wuhan Conservatory of Music, Wuhan, 430000, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Against the background of the deep integration of AIGC (Artificial Intelligence Generated Content) technology into brand operations, artificial intelligence exhibits dual characteristics of deconstruction and reconstruction in its impact on corporate brand authority, and brand authenticity has become the core factor determining the effect of technological application. This paper adopts an exploratory comparative case study method, selecting the AI Christmas advertisement trust crisis of McDonald’s Netherlands in 2025 as a negative case and the “Genuine AI Milk, Genuine AI Creativity” AIGC Video Ecological Innovation Competition of Yili Group in 2024 as a positive case, to systematically analyze the differentiated impacts of different AI application strategies on brand authority in the fast-moving consumer goods industry. The research shows that AI does not inherently deconstruct or reconstruct brand authority, and whether the technical application methods conform to the four dimensions of authenticity is the key to maintaining brand authority. This research extends the connotation of the traditional brand authenticity theory in the digital age, constructs an operable practical framework for the authenticity of AI brand communication, and provides practical references for fast-moving consumer goods enterprises to reshape brand authority with the help of AI technology in the AIGC era.