Alexandra Kirkby

Marketing Research Associate at HWR Berlin and Junior Researcher at the University of Twente. PhD Topic: Implications and impact of artificial intelligence on brand voice 

Part-time Content Manager at Think.Speak.Transform 

Junior Sales Manager at Studio71 GmbH

Junior Artist & Repertoire Manager at Studio71 GmbH
 

•  Artificial Intelligence (AI)
• Brand Voice 
• AI-Human Co-Creation
•  AI transparency and disclosure 
   

•  Kirkby, A., Baumgarth, C., & Henseler, J. (2023), "To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude", Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print.
• Baumgarth, C., & Kirkby, A. (2023), "AI-biased brand voice - Impact of political incorrectness on brand evaluation ", Proceedings 2023 Global Marketing Conference at Seoul, Seoul (5 pages). 
•  Kirkby, A., Baumgarth, C., & Henseler, J. (2023), Artificial Intelligence for Print and Video-Based Brand Voice: The Effect of Source Disclosure on Authenticity and Brand Attitude, Proceedings of the 16th Global Brand Conference, Bergamo (8 pages).
• Baumgarth, C., Kirkby, A., & Ernst, L. (2023), Craft Beer Brand "Sip Soho" - AI-Tools in Operational Brand Management, available at URL: cbaumgarth.net/blab-report-nr-5-sip-soho/. 
• Kirkby, A., Baumgarth, C. & Henseler, J. (2022), Soziale Künstliche Intelligenz für die Markenstimme – KIMS-Matrix als Orientierungsrahmen, In: K. Butzer-Strothmann (Ed.) Integriertes Online- und Offline-Channel-Marketing, Springer, Wiesbaden, pp.173-189.
• Kirkby, A.; Baumgarth, C.; Henseler, J. (2022), Welcome your New Colleague, Artificial Intelligence: AI-Human Co-Creation for Brand Voice, Proceedings of the 15th Global Brand Conference, Sheffield (8 pages).
•  Baumgarth, C. & Kirkby, A. (2022), KI und Markenstimme- Optionen, Erkenntnisse und Agenden.  transfer- Zeitschrift für Kommunikation und Markenmanagement, September 3, 32-41.
•  Baumgarth, C., Kirkby, A., & Kaibel, C. (2021), "When Fake Becomes Real: The Innovative Case of Artificial Influencers", In: Pantano, E. (Ed.) Creativity and Marketing: The Fuel for Success, Emerald Publishing Limited, Bingley, pp. 149-167 
• Baumgarth, C., Boltz, D.-M., Hensel, D., Kirkby, A., Kaibel, C., Voß, S. (2020), Brand Work Manifesto – Vor der „Markentechnik“ zur „Neue Marken Arbeit“. transfer – Zeitschrift für Kommunikation und Markenmanagement, 66(3), 28-35.
• Baumgarth, C., Kirkby, A., Lambrecht, A. (2020), "Ende des KI-Marken-Winters? Künstliche Intelligenz in der Markenführung", (Eds.) Pernsteiner, H., Gögus, H. S., Schöning, S., Digitalisierung in der Betriebswirtschaf , Linde, Wien, pp. 1-36. 
•  Baumgarth, C., & Kirkby, A. (2020), If data is the new oil, data literacy is the oil drill –Development of the “Data Literacy for Branding” test, 15th Global Brand Conference, Sheffield (UK) (accepted, but cancelled because of Corona Crisis).
• Baumgarth, C., Kirkby, A., Mueller, R. M., Boltz, D.-M. (2019), Data Literacy of Brand Managers: Relevance and Framework, Proceedings of the 3rd International Conference on Business – Sustainable Business Development in the Connected Age, Ho Chi Minh City (Vietnam), 318-322.