Rhetorical Homogenization in Branding: Generative Artificial Intelligence and the Erosion of Symbolic Distinctiveness
Abstract
This article examines the impact of generative artificial intelligence on visual brand construction, focusing on the issue of rhetorical homogenization. Through a critical review of recent literature and a qualitative, interpretative approach, it argues that the widespread adoption of generative tools leads to symbolic convergence, weakening brand distinctiveness and memorability. An analytical framework based on classical rhetorical dimensions (ethos, pathos, logos, kairos, decorum) is proposed to assess the effects of this standardization. The paper also discusses strategic mechanisms—such as cultural curation, rhetorical divergence, and multimodal orchestration—to counterbalance homogenization from a cultural branding perspective.
Keywords: Branding, generative artificial intelligence, homogenization, visual rhetoric.
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