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Humans and Machines: Rethinking Brand Management in the Age of Artificial Intelligence

In: Brands in Times of Constant Change

Author

Listed:
  • Daniel Neye

  • Joachim Bongard

Abstract

Artificial intelligence (AI) is currently one of the most widely discussed topics and also has far-reaching consequences for the field of brand management. And this comes as little surprise. Brand managers must make strategic decisions and develop long-term, sustainable solutions to keep their brands on track, despite increasingly complex environmental conditions and dramatically shortened response times. Using the Cynefin Framework, it becomes clear what advantages the use of AI offers for brand management under VUCA conditions—both at the strategic and operational levels. However, the challenges associated with technological progress should also be taken into account, and the possibilities of AI should not be uncritically absolutized. Above all, insufficient transparency in decision-making can quickly lead to strategic and ethical misjudgments and cause lasting damage to a brand. To successfully avoid this, a balanced equilibrium must be established between AI-based recommendations for action and human judgment. In other words: the future lies in the collaboration between humans and machines.

Suggested Citation

  • Daniel Neye & Joachim Bongard, 2026. "Humans and Machines: Rethinking Brand Management in the Age of Artificial Intelligence," Springer Books, in: Brands in Times of Constant Change, chapter 0, pages 103-120, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49899-3_8
    DOI: 10.1007/978-3-658-49899-3_8
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