Table A2 Interview protocol General... | Emerald Publishing

Table A2

Interview protocol

General topic	Guiding questions
Introduction	Nature of research and how it will be used: • Used for academic publications • Audio recorded for memory and quote accuracy • All responses are confidential and anonymous • Personal data will not be shared • I am here to listen, not talk • This is an informal conversation, not a test • No right or wrong answers—just your honest views
Warm up	Now tell me a little bit about yourself, e.g. • Age (or age range) • Your occupation • Nationality and home country • Interest in luxury fashion, favorite luxury fashion brands • Interactions with luxury fashion brands (content consumption, product purchases) • Familiarity with AI
Storytelling perception	• In your opinion, what does storytelling mean when it comes to luxury brands? • Why do you think luxury brands choose to use storytelling? • What types of stories do luxury brands usually tell about themselves?
AI perception	• What does AI mean to you? How would you define it? • Can you give some examples of AI applied to luxury you are familiar with? • What are your thoughts on luxury brands integrating AI into their strategies?
AI storytelling in luxury brand experience	• Do you think luxury brands can use AI in their storytelling strategies? Why or why not? Can you think of specific ways they might do this? Let's look at an example of AI storytelling to discuss it further (Interviewees to interact with https://www.brunellocucinelli.ai/ for 10 min) • What was your overall impression of the AI storytelling website? Did you enjoy the experience, if yes why and how? • What was the brand communicating to you? • How would you describe the site's structure and functionalities? Now let's talk more generally about AI storytelling for luxury brands. Express your overall expectations, suggestions, or any considerations you think are important • How do you think AI storytelling can enhance the luxury brand experience? Can you give examples of how it might improve the way consumers perceive or interact with the brand? • In your opinion, how might AI storytelling create challenges or diminish the luxury brand experience? How would you suggest improving AI storytelling website for luxury brands? • What would you generally expect from AI storytelling in terms of communication and information? Especially in the context of creating a meaningful luxury experience? • How does the AI's communication style compare to what you typically expect from a luxury brand? • How informative do you think AI storytelling can be?
The role of culture in AI storytelling	• Based on the platform you just saw, would you describe this AI storytelling as more global (not culturally adapted) or more local (tailored to your cultural background)? Why? • Do you think AI storytelling should be adapted to the user's cultural background? Why or why not? • If yes, what specific cultural elements should be taken into account for this adaptation? And why those in particular? • How do you think culturally adapted AI storytelling could enhance the luxury brand experience for users? • Would you personally enjoy AI storytelling that's culturally tailored to you? Why or why not?
Finalizing interview	• Is there anything we haven't talked about that you think we should discuss? • Thank you

General topic	Guiding questions
Introduction	Nature of research and how it will be used:• Used for academic publications • Audio recorded for memory and quote accuracy • All responses are confidential and anonymous • Personal data will not be shared • I am here to listen, not talk • This is an informal conversation, not a test • No right or wrong answers—just your honest views
Warm up	Now tell me a little bit about yourself, e.g.• Age (or age range) • Your occupation • Nationality and home country • Interest in luxury fashion, favorite luxury fashion brands • Interactions with luxury fashion brands (content consumption, product purchases) • Familiarity with AI
Storytelling perception	• In your opinion, what does storytelling mean when it comes to luxury brands? • Why do you think luxury brands choose to use storytelling? • What types of stories do luxury brands usually tell about themselves?
AI perception	• What does AI mean to you? How would you define it? • Can you give some examples of AI applied to luxury you are familiar with? • What are your thoughts on luxury brands integrating AI into their strategies?
AI storytelling in luxury brand experience	• Do you think luxury brands can use AI in their storytelling strategies? Why or why not? Can you think of specific ways they might do this? Let's look at an example of AI storytelling to discuss it further (Interviewees to interact with https://www.brunellocucinelli.ai/ for 10 min)• What was your overall impression of the AI storytelling website? Did you enjoy the experience, if yes why and how? • What was the brand communicating to you? • How would you describe the site's structure and functionalities? Now let's talk more generally about AI storytelling for luxury brands. Express your overall expectations, suggestions, or any considerations you think are important• How do you think AI storytelling can enhance the luxury brand experience? Can you give examples of how it might improve the way consumers perceive or interact with the brand? • In your opinion, how might AI storytelling create challenges or diminish the luxury brand experience? How would you suggest improving AI storytelling website for luxury brands? • What would you generally expect from AI storytelling in terms of communication and information? Especially in the context of creating a meaningful luxury experience? • How does the AI's communication style compare to what you typically expect from a luxury brand? • How informative do you think AI storytelling can be?
The role of culture in AI storytelling	• Based on the platform you just saw, would you describe this AI storytelling as more global (not culturally adapted) or more local (tailored to your cultural background)? Why? • Do you think AI storytelling should be adapted to the user's cultural background? Why or why not? • If yes, what specific cultural elements should be taken into account for this adaptation? And why those in particular? • How do you think culturally adapted AI storytelling could enhance the luxury brand experience for users? • Would you personally enjoy AI storytelling that's culturally tailored to you? Why or why not?
Finalizing interview	• Is there anything we haven't talked about that you think we should discuss? • Thank you