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

Author

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  • 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
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    References listed on IDEAS

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    1. 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.
    2. 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.
    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.
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