Role of AI tools in evaluating brand performance
The way organizations monitor and control brand performance has been significantly changed by the digital environment. Even though they are useful, traditional measurements frequently miss real-time changes in the market. AI-powered solutions are becoming essential resources in order to tackle this, providing a more precise and up-to-date view of brand health. This chapter explores how artificial intelligence (AI) is transforming brand performance evaluation. It does so by examining important metrics, analytics techniques, and particular AI solutions that are revolutionizing the market. Artificial intelligence (AI) enables organizations to make data-driven decisions with previously unheard-of speed and precision, from assessing brand awareness and consumer loyalty to forecasting future trends. In today's quickly changing digital landscape, marketers, analysts, and company executives can obtain a competitive advantage by comprehending how AI tools can improve brand performance evaluation. 2025, IGI Global Scientific Publishing. All rights reserved.
Strategic Brand Management in the Age of AI and Disruption;pp.53-80
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.4018/979-8-3693-9461-8.ch003 https://www.scopus.com/pages/publications/85219541528?origin=resultslist
Chauhan S., Christ University, India; Thapliyal S., Christ University, India