Understanding artificial intelligence and its major role in branding

Title

Understanding artificial intelligence and its major role in branding

Creator

Sajan, Alex; Giri, Pratibha

Description

This chapter explores the transformative role of Artificial Intelligence (AI) in branding, focusing on how AI-driven tools like machine learning, predictive analytics, and chatbots are reshaping brand communication, personalization, and consumer engagement. It examines the shift from traditional branding to AI-enhanced strategies leveraging real-time data to anticipate customer needs and delivering highly personalized experiences, fostering brand loyalty and deeper consumer connections. Key benefits, such as improved customer retention, enhanced engagement, and smarter decision-making, are discussed alongside ethical considerations, including data privacy, transparency, and bias in AI algorithms. The chapter also highlights practical applications of AI in monitoring customer sentiment, optimizing interactions, and adapting brand messaging dynamically. Concluding with a look at future trends like AI-powered voice assistants and AR, offering insights for businesses to leverage AI responsibly, ensuring personalization, ethical practices, consumer trust, and long-term success. 2025, IGI Global Scientific Publishing. All rights reserved.

Source

Strategic Brand Management in the Age of AI and Disruption;pp.127-153

Date

01-01-2025

Publisher

IGI Global

Coverage

Sajan A., Christ University, India; Giri P., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836939463-2; 979-836939461-8;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-9461-8.ch006

https://www.scopus.com/pages/publications/85219537090?origin=resultslist