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AI and Branding: Navigating the Future

In: Innovative Approaches in Economics, Leadership, and Technology

Author

Listed:
  • Luiza Turlacu

    (Bucharest University of Economic Studies)

  • Elena Goga

    (Bucharest University of Economic Studies)

  • Diana Dinu

    (Bucharest University of Economic Studies)

  • Gheorghe Orzan

    (Bucharest University of Economic Studies)

Abstract

Integrating AI within the marketing department is crucial to increase operational efficiency and to personalise the customer experience. Adopting AI within the marketing department includes data analysis, automation, and chatbots integration. This quantitative research aims to identify the adoption and effects of artificial intelligence within the marketing departments. This research identified four main areas affected by technology: data capture and analysis, offer personalisation, communication automation, and impact into the marketing department. Preliminary findings indicate that AI platforms are used within the marketing departments. The study highlights a dual perspective on AI in marketing—its ability as a neutral tool that enhances efficiency versus its broader implications for individual consumer experiences.

Suggested Citation

  • Luiza Turlacu & Elena Goga & Diana Dinu & Gheorghe Orzan, 2025. "AI and Branding: Navigating the Future," Springer Proceedings in Business and Economics, in: Alina Mihaela Dima & Cristian Badarinza (ed.), Innovative Approaches in Economics, Leadership, and Technology, pages 165-174, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-86989-1_12
    DOI: 10.1007/978-3-031-86989-1_12
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