Exploring the Impact of Artificial Intelligence on Brand Management: A Multi-Dimensional Analysis

Abstract

This research delves into the intricate ramifications of artificial intelligence (AI) on brand management, spanning various industries. A thorough examination of recent studies informs the exploration of AI's multifaceted influence on brand experiences, customer relationships, and overall brand equity. The investigation integrates insights from diverse research articles, each spotlighting specific dimensions of AI's impact on brand-related aspects. Drawing on a systematic mapping study by El Asri and Benhlima in the public sector, the research identifies contemporary trends in knowledge management (KM) and emphasizes the importance of ethical considerations. Another study by Wirtz and Müller underscores AI's potential in enhancing data processing and analysis within public management structures, highlighting the need for ethical and political guidelines. Chen et al.'s exploration of AI in education reveals its extensive adoption, transforming administration, instruction, and learning.