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October 17, 2025

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

Key Points

Generative AI enhances trust and emotional connections in brand-consumer relationships, promoting long-term brand value.
Surveys and interviews highlight the importance of trust and emotional commitment as key mediators in branding strategies.
This mixed-methods approach reveals both opportunities for authenticity and risks of depersonalization in branding with AI.
The findings emphasize a need for ethically integrating AI into branding to maintain genuine consumer engagement.

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.

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