담론 제도주의 관점에서의 Culture-Shifting AI와 글로벌 콘텐츠 기업의 정서 조정

초록

Large language models (LLMs) such as GPT have evolved beyond simple sentence generation to act as agents that reshape emotional expression structures within global content industries. As multinational content firms increasingly rely on AI-assisted workflows, understanding how AI-driven emotional cues align, or misalign, with country-specific affective norms has become a critical international business concern. This study examines how AI-generated emotional expressions are interpreted, negotiated, and adjusted across multinational markets through the concept of Culture-Shifting AI. While previous research has focused on individual emotional recognition, this study approaches emotion as an organizational capability challenge: recognizing that emotions are expressed and evaluated differently across cultures and must be coordinated in international business contexts. AI presents emotional expressions as “suggestions” rather than “answers,” and organizational actors navigate market-specific emotional norms by accepting or revising these suggestions. This research demonstrates that AI operates not merely as a cost-reduction tool but as a strategic variable for managing cultural acceptability across markets in global content firms’ translation, creation, and strategic planning processes. It provides a theoretical framework for addressing the international business dilemma faced by multinational content companies—maintaining consistent brand emotion while adapting to local emotional norms across countries.

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