AI-driven branding

Abstract

Artificial Intelligence (AI) has become essential to individuals’ lives, transforming how brands and consumers act in the marketplace. This chapter presents an overview of the integration of AI into the market and its current applications in branding. Using real-world cases and referring to the areas where consumers interact with various forms of technology, including algorithms, social robots, automation, and digital technologies, in their interactions with brands, this chapter highlights the importance of understanding the key factors influencing consumers’ interactions with brands using AI.