In the Realm of Artificial Intelligence (AI): The Impact of AI on Brand Management in a Digital Era
In the Realm of Artificial Intelligence (AI): The Impact of AI on Brand Management in a Digital Era

Author(s): Steliana Vasileva
Subject(s): Economy, Supranational / Global Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Икономически университет - Варна
Keywords: Artificial Intelligence (AI); Brand Management; Customer-Brand Engagement; Brand (Strategies); Personalization
Summary/Abstract: In the current digital environment, AI serves as a central force driving innovation across various sectors, including brand management. The selection of the topic for the paper is based on its relevance and the opportunity to examine different aspects of AI in the context of branding. In relation to the abovementioned, the current paper seeks to emphasize its importance in branding. The purpose of the paper is to explore the intersection of AI and branding by conducting a case study analysis, highlighting the ways in which leading brands, such as Netflix and Starbucks, utilize AI technologies in digital brand management to boost consumer engagement, and establish stronger connections with their customers thus securing a leading position in the market. The results of the study highlight the importance of AI in influencing the future of brand management, providing essential insights for marketers and companies aiming to leverage the complete capabilities of AI. Nevertheless, using AI in business introduces significant concerns related to privacy, transparency, and social responsibility, which are essential for sustaining consumer trust.

• Details
• Contents