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 Bagga, Priyansh; Kaur, Jasmine Title A name given to the resource Understanding artificial intelligence and its impact on 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.231-257 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-9461-8.ch009" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-9461-8.ch009</a> <br /><br /><a href="https://www.scopus.com/pages/publications/85219549347?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/85219549347?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 Bagga P., Christ University, India; Kaur J., Christ University, India Description An account of the resource 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. 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