Adapting Brand Strategies to Technological Disruption by Mediation of AI-Driven Branding in the Horn of Africa

Abstract

based on AI, and disruption by the technology. Employing a structural equation modeling technique, we evaluate empirical data to investigate the direct and indirect impacts of brand strategy adaptation on disruption by the technology, with Branding based on AI serving as a mediator. The outcomes manifested that the sustainable adaptation of brand strategies noteworthy augments the efficacy of Branding based on AI, which subsequently augments innovation and agility in response to technological changes. The findings demonstrate partial mediation, implying that while strategies for brand adaptation have a direct effect on disruption by the technology, the incorporation of AI enhances this influence. These findings highlight the significance of adaptability and technology in branding strategies, providing useful insights for executives aiming to maneuver through the challenges of digital market places. The investigation wraps up with suggestions for future studies, stressing the necessity for exploration into particular AI technologies and the impact on branding approaches.