PROSPECTS FOR THE APPLICATION OF ARTIFICIAL INTELLIGENCE IN BRAND MANAGEMENT

Abstract

This article examines the key promising areas for applying artificial intelligence technology during a period of active digital transformation. Brand management processes are explored, including hyper-personalization of communica-tions, predictive analytics, forecasting, and customer experience management. Key posi-tive and negative factors in integrating artificial intelligence into modern branding practices are identified. A conceptual model of brand man-agement based on artificial intelligence tech-nology is proposed.