Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Sajan, Alex; Giri, Pratibha Title A name given to the resource Understanding artificial intelligence and its major role in branding Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Strategic Brand Management in the Age of AI and Disruption;pp.127-153 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-9461-8.ch006" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-9461-8.ch006</a> <br /><br /><a href="https://www.scopus.com/pages/publications/85219537090?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/85219537090?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Sajan A., Christ University, India; Giri P., Christ University, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-836939463-2; 979-836939461-8; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online