Impact of Artificial Intelligence on Branding

Abstract Entrepreneurship is a mindset, rather than an activity where there is a tendency to generate revenue through the sale of the product or service as a mark-up over cost and hence reap surplus which gets reinvested in the organisational life cycle. The importance of branding stems from the fact that every entrepreneur through its innovation makes conscious effort to gauge the minds of prospective customers, converts them into consumers and retains them through strategic decision making. Artificial intelligence (AI) is one of the most innovative technological tools adopted by entrepreneurs to build up their brand and keep up the brand image for the long term sustainability. This research paper will dwell on the magnificent impact of AI on brand building, various facets of brand intelligence and brand personality, consumer behaviour and the predictive analysis to pre-empt the change in behaviour and formulation of proper and optimal business strategies to confront any business challenges and excel in the competitive environment. Keywords used: Artificial Intelligence, Generative AI, Brand building, Brand image, Brand reputation, Organisational growth