Generative artificial intelligence (AI) is rapidly transforming the manufacturing industry in China, and this study explores its impact on brand construction in cross-border e-commerce companies. By examining the direct effects of generative AI on productivity and the mediating role of productivity in brand building, the researchers shed light on how AI technologies can enhance branding efforts.
The findings of this study, based on data collected from 210 manufacturing firms in Tianjin, China, reveal that generative AI significantly increases productivity. This is a significant and positive outcome, as increased productivity is crucial for companies seeking to stay competitive in the rapidly evolving global marketplace.
Moreover, the study uncovers the moderating influence of cross-border e-commerce strategies on the impact of generative AI on branding. This highlights the importance of aligning AI technologies with cross-border e-commerce strategies to achieve successful outcomes in brand building. By leveraging cross-border e-commerce strategies, companies can effectively utilize AI technologies to strengthen their position in the global marketplace.
This study not only provides valuable theoretical and empirical contributions to understanding the role of AI in manufacturing and e-commerce but also offers practical insights for companies seeking to leverage AI for brand building. By testing several hypotheses using a structured model that incorporates independent, dependent, mediating, and moderating variables, the researchers have quantified the impacts of generative AI on brand construction.
The comprehensive survey of manufacturers in Tianjin, China and the use of quantitative analysis, regression, and structural equations demonstrate the rigor and validity of the study’s findings. This data-driven approach adds credence to the conclusions drawn from the research.
In summary, this study underscores the significance of generative AI in enhancing productivity and driving brand building in cross-border e-commerce companies. It emphasizes the need for a strategic integration of generative AI and cross-border e-commerce strategies to achieve a competitive advantage in the global marketplace. As AI continues to evolve and shape the manufacturing industry, further research could explore the specific mechanisms through which generative AI impacts branding and identify additional moderating factors that influence this relationship.