THE ROLE OF AI IN MODERN BRAND MANAGEMENT
Abstract:This study examines the comprehensive function of artificial intelligence as a technology in contemporary brand management. As AI changes many aspects of contemporary marketing this study is one of the first to provide an analysis from the side of brand management. The data collection method is online structured survey. The sample size equals 363 respondents. The main focus of the study is focused primarily on the analysis of AI influence on brand identity, consumer perceptions, engagement and interactions in the digital era. The research procedure includes statistical and empirical approaches to assess survey data collected from respondents, examining opinions towards AI-driven branding initiatives. Significant findings indicate that although AI is regarded as a means to improve creativity and standardization in brand communication, apprehensions around authenticity and ethical ramifications remain. The research underscores the impact of AI on brand distinctiveness, narrative construction, and consumer trust. These findings offer useful guidance for marketers seeking to harmonize technological innovation with authenticity in branding initiatives.
Keywords: AI, Marketing, Brand Management, Brand Identity
