Branding in the Age of Generative AI: A Decade of Strategic Insights from the Literature

Abstract

Personalised, emotive, and large-scale interactions enabled by generative AI are changing branding. Despite its technical recognition, the impact of this approach in generating trust, emotional commitment, and long-term brand value in developing regions remains unknown. This research examines trust and emotional connection as mediators in AI-powered brand-consumer interactions, drawing on theories of brand equity and social exchange. It employs surveys, interviews, structural modelling, and qualitative insights in a mixed-methods approach. AI may enhance authenticity, loyalty, and equality, but the dangers of depersonalization demand an ethical, human-centred integration.