The Role of Artificial Intelligence to Empower and Leverage Brands

Abstract

Technological evolution has impelled companies to adopt innovative solutions supported by technologies. In a particular way, brands have been migrating from traditional marketing to digital marketing, with the vanguard of emerging technologies allowing them to obtain competitive advantages. Nowadays, artificial intelligence promises to transform the area of marketing, considering that machine learning, natural language processing, and predictive analytics are revolutionizing the way brands interact with their consumers, personalize experiences, and make informed data-driven decisions. This chapter, after contextualizing artificial intelligence within organizations and the competitive advantages it can represent, discusses AI as an automatic pilot for brand empowerment and proposes a conceptual model that, using artificial intelligence, allows companies to be trained and streamline digital marketing functions to empower brands. Finally, the authors also present some scenarios in which the proposed model can be applied.