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Marke und Künstliche Intelligenz: Chancen und Herausforderungen

In: Marke und digitale Medien

Author

Listed:
  • Thomas Heun

    (Hochschule Rhein-Waal)

Abstract

Zusammenfassung Die dynamische Verbreitung von Künstlicher Intelligenz (KI) führt auch im Markenmanagement zu fundamentalen Veränderungen. Im Rahmen des Beitrags stellt der Autor diese Technologie in eine Linie mit anderen Entwicklungsschüben im Marketing und deren technologischen Ursprüngen. Erstmalig werden in einem Beitrag Einsatzmöglichkeiten von KI strukturiert anhand des Prozesses eines strategischen Markenmanagements dargestellt und deren Vor- und Nachteile diskutiert. Der Autor schließt mit acht Empfehlungen für den Einsatz von KI im Markenmanagement und bricht, bezogen auf das Konzept der Marke, eine Lanze für Kontinuität und Innovation.

Suggested Citation

  • Thomas Heun, 2025. "Marke und Künstliche Intelligenz: Chancen und Herausforderungen," Springer Books, in: Thomas Heun & Stefanie Dänzler (ed.), Marke und digitale Medien, edition 3, pages 29-40, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-46355-7_3
    DOI: 10.1007/978-3-658-46355-7_3
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