Supervisors: Lina Jacobsen & Anne Peschel
Discussants: Alice Grønhøj & Franziska Günzel-Jensen

Abstract
Representation of marginalised groups in marketing is important to foster inclusion, however the rise of artificial intelligence in brand communications introduces new digital forms of representation that can shape how inclusion is perceived. The research examines how virtual characters present opportunities to shape perceived inclusion through brand communications and anthropomorphic design. Starting with general consumers and moving to marginalised consumers where identity congruency plays a role in shaping inclusion perceptions. With an experimental approach, study 1 shows that using virtual characters portraying marginalised groups in the market, within digital brand communication, enhances perceived inclusiveness of the brand, the specific market and society as perceived by general consumers. However, these representations do not increase general consumers' own feelings of personal inclusion. The findings highlight the potential and limits of AI-driven virtual character representation in promoting inclusion.

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