Tag: exploratory methods
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The Gaza Effect? – Shifts in LLMs’ representation of Coca Cola’s global brand image
Team Members Christa Geraldine, Joe Musicco, Antonella Orologiaio, Morgan Poor, Neha Saini, Luca Giuffrè (Project Leader) 1. Introduction to the project Generative AI models are gaining ground as environments mediating consumers’ cultural meaning-making processes of products and brands. Being trained on globally contextualised vast datasets, they inherently capture and reproduce discourses, and related sentiments, attitudes,…