AI and Branding: Navigating the Future

Luiza Turlacu (), Elena Goga, Diana Dinu and Gheorghe Orzan
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Luiza Turlacu: Bucharest University of Economic Studies
Elena Goga: Bucharest University of Economic Studies
Diana Dinu: Bucharest University of Economic Studies
Gheorghe Orzan: Bucharest University of Economic Studies

A chapter in Innovative Approaches in Economics, Leadership, and Technology, 2025, pp 165-174 from Springer

Abstract: Abstract Integrating AI within the marketing department is crucial to increase operational efficiency and to personalise the customer experience. Adopting AI within the marketing department includes data analysis, automation, and chatbots integration. This quantitative research aims to identify the adoption and effects of artificial intelligence within the marketing departments. This research identified four main areas affected by technology: data capture and analysis, offer personalisation, communication automation, and impact into the marketing department. Preliminary findings indicate that AI platforms are used within the marketing departments. The study highlights a dual perspective on AI in marketing—its ability as a neutral tool that enhances efficiency versus its broader implications for individual consumer experiences.

Keywords: Artificial Intelligence (AI); Marketing benefits; Personalisation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-86989-1_12

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DOI: 10.1007/978-3-031-86989-1_12

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