 Humans and Machines: Rethinking Brand Management in the Age of Artificial IntelligenceDaniel Neye () and Joachim Bongard () Chapter Chapter 8 in Brands in Times of Constant Change, 2026, pp 103-120 from Springer Abstract: Abstract Artificial intelligence (AI) is currently one of the most widely discussed topics and also has far-reaching consequences for the field of brand management. And this comes as little surprise. Brand managers must make strategic decisions and develop long-term, sustainable solutions to keep their brands on track, despite increasingly complex environmental conditions and dramatically shortened response times. Using the Cynefin Framework, it becomes clear what advantages the use of AI offers for brand management under VUCA conditions—both at the strategic and operational levels. However, the challenges associated with technological progress should also be taken into account, and the possibilities of AI should not be uncritically absolutized. Above all, insufficient transparency in decision-making can quickly lead to strategic and ethical misjudgments and cause lasting damage to a brand. To successfully avoid this, a balanced equilibrium must be established between AI-based recommendations for action and human judgment. In other words: the future lies in the collaboration between humans and machines. Date: 2026 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-49899-3_8 Ordering information: This item can be ordered from DOI: 10.1007/978-3-658-49899-3_8 Access Statistics for this chapter More chapters in Springer Books from Springer |
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