Developing A Digital Brand Based On Advanced Artificial Intelligence Technologies

At this stage of the global economy development, transformation processes are taking place globally, characterized by the fact that companies are forced to compete with each other in a constantly changing environment. The use of tools based on artificial intelligence is one of the main factors in effective brand promotion in the market, which enables creating a positive image of the company, improve its reputation and brand awareness. The goal of the research is the analysis of scientific achievements regarding the components of the modern branding strategy and outlining the possibilities of using artificial intelligence in their implementation.