Branding in the Age of Artificial Intelligence: A Review and Research Agenda

Abstract

Artificial Intelligence (AI) impacts the evolution of branding by creating new data streams, crafting strategic scaffoldings to shelter the business from the rain of competition, mastering marketing innovations, and sustaining consumer-brand relationships. Many brands are leveraging emerging AI techniques to stay agile and resilient. Extant literature on how AI technologies are transforming branding is scattered and fragmented across mediums, limiting future researchers' holistic view. The present study offers a comprehensive review encompassing both science mapping and intellectual structure mapping using the SPAR-4-SLR protocol. The Intellectual structure mapping based on a thematic analysis discerns the research domain's dimensionality and unfolds dynamic future research directions. The in-depth analysis helps in the development of a conceptual framework that is contemporary in thought and futuristic in application.

Keywords: - Branding, Artificial intelligence, Consumer-Brand Relationships, Personalisation, Literature review