We are living in the midst of the gold rush of artificial intelligence development of which ChatGPT is one indicator. ChatGPT is an Artificial Intelligence-based language model that can be used to generate text based on a massive corpus of data on which it has been trained. Thereby, work efficiency and creativity can be multiplied – at the same time reducing errors, stress and even costs. In this study, ChatGPT is utilized in the creation of slogans for Finnish municipalities. Slogans play an important role in differentiating and creating awareness of a place and its image, and a great deal of emphasis and budget are allocated to their development (see, e.g., Wilson, 2021; Govers, 2013).

Slogans are often the most visible and memorable of the municipalities’ branding elements (Zenker, 2021; Wilson, 2020; Medway and Warnaby, 2014; Govers, 2013; Hildreth, 2013; Kohli et al., 2007). Although place branding is more complex than mere promotional elements such as slogans, they are aimed to crystallize a municipality’s core essence. The purpose of this study is to investigate how ChatGPT can be harnessed in the creation of municipality slogans. In Finland, there are 309 municipalities of which most have one or more slogans. According to a previous study conducted among Finnish municipalities (Kuntien sloganit, 2022), the current slogans do not accurately differentiate and position the municipalities in relation to each other. Municipalities seem to have failed to find competitive advantage in their strategy work, which they could crystallize in their slogan.

The basic assumption of this study is that ChatGPT can ease the work of those responsible for place branding. This assumption will be tested by having first, AI create slogans for the 20 biggest Finnish municipalities, thereafter comparing them to the current ones and thirdly, asking the place-brand managers how they see the “new” slogan.