Daniel Dietrich
Title
Dr.
Last Name
Dietrich
First name
Daniel
Email
daniel.dietrich@unisg.ch
Phone
+41 71 224 2136
Web Site
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Item type:Publication, Algorithmic Contestation and Brand Antifragility(2026-07-01)This research examines how generative AI reshapes brand contestation and fosters antifragility. It theorizes AI-mediated sensemaking that intensifies, redistributes, and transforms contestation dynamics, showing how brands co-evolve with algorithms, cultural publics, and consumers within hybrid meaning-making processes, ultimately demonstrating how brands grow stronger through AI-amplified disruption in contemporary markets.Type:conference contribution