IDEAS home Printed from https://ideas.repec.org/a/bco/mbraaa/v12y2025p1-20.html

Harnessing AI to Redefine Brand Archetype Strategies: Insights from Industry Experts

Author

Listed:
  • Ioana Iancu

    (Babes-Bolyai University, Cluj-Napoca, Romania)

  • Mihaela Jucan

    (Babes-Bolyai University, Cluj-Napoca, Romania)

Abstract

The rapidly growing global Artificial intelligence (AI) market highlights the significant and transformative impact AI is having across numerous domains. In marketing, AI enables brands to revolutionize communication strategies and enhance consumer engagement through personalized experiences and data-driven decisions. However, the current focus on efficiency often overlooks the psychological aspects of branding, essential for building meaningful consumer relationships. This paper explores the integration of AI with Jungian brand archetypes, emphasizing AI's potential to amplify psychological triggers within these archetypes, thereby deepening consumer engagement and brand loyalty. Through qualitative research, including interviews with marketing experts, the study examines how AI-driven strategies can enhance the resonance of brand narratives by aligning them with consumers' archetypal aspirations. The findings reveal that AI's ability to analyze consumer behavior allows for the creation of personalized and emotionally compelling brand narratives. While AI enhances personalization, concerns about authenticity and ethics remain. This research contributes to the evolving discourse on AI in marketing by proposing a framework that integrates AI with psychological branding strategies, offering insights for marketers to create more meaningful and enduring brand-consumer relationships.

Suggested Citation

  • Ioana Iancu & Mihaela Jucan, 2025. "Harnessing AI to Redefine Brand Archetype Strategies: Insights from Industry Experts," Marketing and Branding Research, EUROKD, vol. 12(1), pages 1-20.
    • Handle: RePEc:bco:mbraaa::v:12:y:2025:p:1-20
    DOI: 10.32038/mbr.2025.12.01.01
    as

    Download full text from publisher

    File URL: https://api.eurokd.com/Uploads/Article/1520/mbr.2025.12.01.01.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.32038/mbr.2025.12.01.01?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Thomas Davenport & Abhijit Guha & Dhruv Grewal & Timna Bressgott, 2020. "How artificial intelligence will change the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 24-42, January.
    2. Merlo, Omar & Eisingerich, Andreas B. & Gillingwater, Richard & Cao, Jia Jocelyn, 2023. "Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more?," Business Horizons, Elsevier, vol. 66(5), pages 615-629.
    3. Yuping Liu-Thompkins & Shintaro Okazaki & Hairong Li, 2022. "Artificial empathy in marketing interactions: Bridging the human-AI gap in affective and social customer experience," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1198-1218, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Poushneh, Atieh & Vasquez-Parraga, Arturo & Gearhart, Richard S., 2024. "The effect of empathetic response and consumers’ narcissism in voice-based artificial intelligence," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Mari, Alex & Mandelli, Andreina & Algesheimer, René, 2024. "Empathic voice assistants: Enhancing consumer responses in voice commerce," Journal of Business Research, Elsevier, vol. 175(C).
    3. Janotta, Frederica & Hogreve, Jens, 2024. "Ready for take-off? The dual role of affective and cognitive evaluations in the adoption of Urban Air Mobility services," Transportation Research Part A: Policy and Practice, Elsevier, vol. 185(C).
    4. Juquelier, Antoine & Poncin, Ingrid & Hazée, Simon, 2025. "Empathic chatbots: A double-edged sword in customer experiences," Journal of Business Research, Elsevier, vol. 188(C).
    5. Kirk Plangger & Dhruv Grewal & Ko Ruyter & Catherine Tucker, 2022. "The future of digital technologies in marketing: A conceptual framework and an overview," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1125-1134, November.
    6. Chang, Yaping & Wang, Han & Guo, Zhenjiang, 2025. "Artificial intelligence in live streaming: How can virtual streamers bring more sales?," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    7. Chai, David & Li, Jian & Huang, Jinsong, 2026. "Machine talk: When flattery sounds better from a bot," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    8. Darima Fotheringham & Michael A. Wiles, 2023. "The effect of implementing chatbot customer service on stock returns: an event study analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 802-822, July.
    9. Leah Warfield Smith & Randall Lee Rose & Alex R. Zablah & Heath McCullough & Mohammad “Mike” Saljoughian, 2023. "Examining post-purchase consumer responses to product automation," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 530-550, May.
    10. Rosanna Cataldo & Martha Friel & Maria Gabriella Grassia & Marina Marino & Emma Zavarrone, 2025. "Importance Performance Matrix Analysis for Assessing User Experience with Intelligent Voice Assistants: A Strategic Evaluation," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 178(3), pages 1053-1079, July.
    11. Latinovic, Zoran & Chatterjee, Sharmila C., 2022. "Achieving the promise of AI and ML in delivering economic and relational customer value in B2B," Journal of Business Research, Elsevier, vol. 144(C), pages 966-974.
    12. Shengliang Zhang & Chaoying Huang & Xiaodong Li & Ai Ren, 2022. "Understanding Impacts of Service Robots with the Revised Gap Model," Sustainability, MDPI, vol. 14(5), pages 1-23, February.
    13. Teck Ming Tan & Saila Saraniemi, 2023. "Trust in blockchain-enabled exchanges: Future directions in blockchain marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 914-939, July.
    14. Stefan Stremersch & Elke Cabooter & Ivan A. Guitart & Nuno Camacho, 2025. "Customer insights for innovation: A framework and research agenda for marketing," Journal of the Academy of Marketing Science, Springer, vol. 53(1), pages 29-51, January.
    15. Celiktutan, Begum & Klesse, Anne-Kathrin & Tuk, Mirjam A., 2024. "Acceptability lies in the eye of the beholder: Self-other biases in GenAI collaborations," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 496-512.
    16. Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    17. Ayat Sami ODEIBAT, 2021. "The Effect Of Technology Evolution On The Future Of Jobs," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 17, pages 57-67, June.
    18. Poushneh, Atieh, 2021. "Impact of auditory sense on trust and brand affect through auditory social interaction and control," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    19. Yao, Nengzhi(Chris) & Bai, Junhong & Yu, Zihao & Guo, Qiaozhe, 2025. "Does AI orientation facilitate operational efficiency? A contingent strategic orientation perspective," Journal of Business Research, Elsevier, vol. 186(C).
    20. Mandler, Timo & Sezen, Burcu & Chen, Jieke & Özsomer, Ayşegül, 2021. "Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 416-435.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bco:mbraaa::v:12:y:2025:p:1-20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sara Gunen (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.