Understanding artificial intelligence and its impact on branding

Title

Understanding artificial intelligence and its impact on branding

Creator

Bagga, Priyansh; Kaur, Jasmine

Description

AI has become a transformative force in branding, changing firms' approach to relating to their customers and creating brands. Chapter-specific: AI is used differently for branding because delivering personalized customer experiences, generating dynamic content, and optimizing consumer engagements through datadriven insights play a considerable role. AI technologies like machine learning and predictive analytics help brands understand consumer behavior and, therefore, really segment and target marketing activity. This chapter also highlights AI's operational efficiency in brand management, automating customer interactions, and analyzing the sentiment of a consumer in real time. In addition, it establishes how AI affects innovation in branding by providing scope for adaptive and responsive strategies for brands that help keep up the ever-increasing dynamic pace of an ever-changing digital marketplace. The research is a critical insight for brand strategists, marketers, and businesses looking to leverage AI for more robust and resilient brands as age of digital disruption moves on. 2025, IGI Global Scientific Publishing. All rights reserved.

Source

Strategic Brand Management in the Age of AI and Disruption;pp.231-257

Date

01-01-2025

Publisher

IGI Global

Coverage

Bagga P., Christ University, India; Kaur J., 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.ch009

https://www.scopus.com/pages/publications/85219549347?origin=resultslist