Meta-synthesis on artificial intelligence (AI): Imperatives for branding

Abstract

Customers Can Establish 85% Of Their Relationship With The Organisations Without Interacting With A Human (Gartner Predicts, 2011). This Is Possible When The Machines Think And Act Like Humans. Artificial Intelligence (AI) Produces The Machines So That They Can Think & Act Like Human Beings. AI Has A Wide Range Of Applications But This Research Confines To AI Prospects And Implications On Brand Management. This Paper Aims To Identify Which AI Technologies Are Impacting Brand Identity; Explores AI Applications In Brand Promotions; And Investigates The Influence Of AI On Brand Equity. Meta Synthesis Was Used And The Major Findings Of The Research Include: AI Can Redefine The Brand Identity Framework (Smart Product, Smart Organisation, Brand Character And Symbols). Artificial Intelligence Optimizes The Brand Promotion And Reformulates The Brand Equity Factors.