Marketing

Akasha Alam

The Infinite Scroll: Trend Culture, AI, and the Loss of Brand Authenticity in Digital Communication

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Akasha Alam is a student at Toronto Metropolitan University, completing an Honours Bachelor of Arts in Professional Communications. As she approaches graduation, she has developed a strong foundation in both the creative and strategic aspects of communication through her academic work. She has a strong interest in digital media, branding, and strategic communication, with experience in content creation, visual communication, and analytical thinking. Her studies have allowed her to approach communication from both a creative and professional perspective, combining originality with purposeful, audience-focused strategy. Akasha also has an interest in mental health and health-related communication, particularly in how messaging can be used to inform, support, and engage diverse audiences in meaningful and responsible ways.

She is motivated to pursue a career in professional communications, where she can apply her skills to develop thoughtful, effective, and engaging communication across a range of platforms.

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In an increasingly digital and algorithm-driven media environment, brand identity is no longer shaped solely by originality but by how effectively brands adapt to rapidly evolving trends and technologies. My research project examines how generative AI tools and trend-driven branding strategies influence perceived authenticity and uniqueness in beauty and fashion digital communication. This study uses a qualitative content analysis approach to examine examples of digital brand communication across selected beauty and fashion brands. As social media platforms continue to shape how brands present themselves, many organizations increasingly rely on trending aesthetics, standardized messaging, and AI-assisted content. Together, these practices contribute to a growing sense of similarity and reduced distinctiveness across brands. This project highlights how these developments impact perceptions of authenticity and brand uniqueness, as brands prioritize visibility and engagement within fast-paced, algorithm-driven social media environments. While these strategies enhance efficiency, they also contribute to the convergence of brand identities, making it more challenging for brands to stand out and maintain a distinct voice.

Overall, my project emphasizes the tension between adopting digital trends for performance and preserving originality, authenticity, and long-term brand identity in contemporary branding practices.

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