How does AI drive branding? Towards an integrated theoretical framework for AI-driven branding

Abstract

Brands are transforming with the acceptance, adoption, and use of artificial intelligence (AI) technologies. AI builds dynamic consumer-brand relationships that help build sustainable businesses for brands to thrive. The brands sustain in competitive markets by crafting engaging brand narratives that holistically influence consumer purchase decisions. The present study comprehensively reviews the theoretical underpinnings of AI-driven branding from the extant literature. The thematic analysis of theoretical premises instrumentalises developing a novel integrated theoretical framework. The intricate analysis of the constellation of theories and the simultaneous amalgamation of concepts allows for a unified viewpoint. The integrated theoretical framework offers an in-depth overview of the drivers, mediators, moderators, and consequences of AI-driven branding. The integrated theoretical framework extends the current theoretical understanding of consumer-brand relational dynamics with AI that practitioners may use to sustainably transform their brands.

Keywords

• Artificial intelligence
• Brand
• Review
• Consumer behaviour
• Relationship