8-T Framework for Artificial Intelligence-Driven Branding: A Strategic Typology

Abstract

The marketing ecosystem is experiencing a paradigmatic shift with the advent of artificial intelligence (AI). The present study aims to widen the foundations of brand strategy by integrating AI dimensions within the branding dominion. The literature lacks a cohesive perspective on AI dimensions boosting and driving brands for sustained competitive advantage in the dynamic marketplace. Marketing practitioners are gradually getting acquainted with the nuances of AI implementation, but latent AI capabilities remain potent to unfurl enduring consumer relationships. The present study develops a novel 8-T Strategic Framework for facilitating the strategic integration and effective implementation of AI in brand decisions and initiatives. The theorization of the 8-T framework of AI-driven branding (Technology, Training, Teaming, Targeting, Technique, Timing, Tailoring, Trust) offers macro and micro perspectives that serve as a formidable typology. The framework enunciates a holistic set of strategic mechanisms to help practitioners build futuristic strategies with a contemporary purpose.