How Artificial Intelligence Redefines Digital Branding and Consumer Engagement

Document Type : Original Research Paper

Authors

Faculty of Management, University of Tehran, Tehran, Iran

10.22034/spektrum.2026.567776.1058
Abstract
Objective: Artificial intelligence (AI) is increasingly used as a key tool in redefining digital branding and customer engagement. It encompasses techniques and methods that businesses leverage to create brand value, enhance the effectiveness of customer interactions, and improve marketing strategies. Analysis of interviews indicates that AI applications—through data analysis, advanced algorithms, modeling, and other techniques—bring significant transformations in digital branding processes, while also presenting specific challenges and opportunities. Accordingly, this study focuses on identifying AI techniques, persuasive effects, transformations, and challenges associated with AI implementation in digital marketing and customer engagement.

Method: To address the research questions, this study employed a qualitative, field-based approach. Seventeen experts in AI and digital branding were purposefully selected and studied through semi-structured interviews. Participant selection focused on expertise, professional experience, and practical familiarity with AI applications in digital branding. The interviews aimed to explore experts’ experiences, perceptions, and insights regarding AI’s role and functions in branding processes. The interview data were analyzed using thematic analysis. Initially, codes were extracted from interview transcripts, which were then categorized and aggregated to identify sub-themes and, ultimately, the main research themes.

Results: The study found that the main themes regarding AI techniques in digital branding include scalable computational algorithms, machine learning, reinforcement learning algorithms, search algorithms, operational automation, recommender algorithms, data interpretation and processing, human-computer interaction algorithms, and AI-based platforms. Regarding AI-driven transformations in digital branding, themes such as dynamic digital marketing, transformation in distribution channels, personalized brand communications, dynamic pricing, adaptive business strategies, enhanced cybersecurity, development of internal and external databases, improved customer experience, strengthened brand positioning, development of organizational processes and systems, enhanced decision-making quality, brand globalization, formation of digital business models, and value creation were identified.

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Articles in Press, Accepted Manuscript
Available Online from 23 February 2026