Algorithmic Contestation and Brand Antifragility
Type
conference contribution
Date Issued
2026-07-01
Author(s)
Abstract
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.
Language
English
Keywords
brand antifragility
generative AI
algorithmic contestation
cultural publics
sesemaking systems
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
Consumer Culture Theory (CCT) Conference 2026
Event Location
Kyoto, Japan
Event Date
From 01-07-2026 to 03-07-2026
Subject(s)
Division(s)
File(s)![Thumbnail Image]()
Name
Poster_Algorithmic Contestation_CCT 2026.pdf
Size
931.67 KB
Format
Adobe PDF
Checksum (MD5)
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