Agentic artificial intelligence (AI), autonomous systems capable of independent decision-making, learning and adaptation, is redefining branding by transforming passive consumer interactions into dynamic, co-creative relationships. This article synthesizes contemporary research (2020–2024) to explore how agentic AI enables hyper-personalized experiences, facilitates real-time brand adaptation and addresses ethical challenges in consumer engagement. Through case studies from Coca-Cola, Netflix and Unilever, we illustrate how autonomous AI systems enhance customer loyalty, drive innovation and foster trust through transparency. The study advocates strong governance of agentic AI through clearly defined policies, structured review points, audit documentation and escalation protocols to manage risks such as algorithmic bias and brand inconsistency. It offers managers a practical framework for implementation: establish brand guidelines, incorporate human oversight at critical decision points and monitor outcomes to ensure AI enhances rather than replaces human judgement. The study concludes by emphasizing the need for collaboration among marketing, data science, design and ethics teams to align AI autonomy with long-term brand integrity. It also highlights future research opportunities in areas such as crisis management protocols, AI-to-AI customer interactions and cultural adaptability in automated systems.
Puri et al. (2026) studied this question.