<![CDATA[The consistency of brand identity on social media platforms is pivotal for fostering customer recognition, trust, and engagement. This research endeavor aims to investigate the impact of AI-generated content on the consistency of brand identity through the application of a systematic literature review methodology. The research methodology adheres to the PRISMA 2020 guidelines in order to identify, screen, and analyze pertinent scholarly articles. This inquiry poses three primary questions: in what manner does the utilization of AI in the creation of visual content influence the consistency of brand identity on social media; how does the consistency of brand identity produced by AI-generated content compare to that of content created through traditional methods; and what strategies can be implemented to ensure visual aesthetic coherence when employing AI-generated content in branding efforts? The findings indicate that although AI possesses the capacity to enhance efficiency and produce high-quality content, challenges pertaining to authenticity and consumer perception persist. Consequently, it is imperative for brands to adopt an ethical and transparent methodology concerning the deployment of AI technologies. This study advocates for companies to take a more proactive stance in incorporating human oversight and relevant instruments to guarantee that AI-generated content remains consistent, authentic, and aligned with the fundamental values of the brand.]]>
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