AI-Driven Innovation in SPUP’s Institutional Branding

This study assesses the integration of Artificial Intelligence (AI) into the institutional branding strategies of St. Paul University Philippines (SPUP). As higher education increasingly embraces digital transformation, AI has emerged as a strategic tool for enhancing brand communication through real-time, personalized, and ethically informed approaches. Using a mixed-methods research design, the study involved a validated survey and interviews with 300 participants, composed of teachers, students, alumni, and partners. Findings show that SPUP leverages AI across four key dimensions of branding: visibility, consistency, engagement, and effectiveness. Through tools such as predictive analytics, automated content platforms, and AI-enabled engagement systems, the university strengthens message coherence, stakeholder trust, and alignment with its mission. The study culminates in the development of the SPUP AI–Branding Innovation (AI-BI) Model, which offers a values-based framework for other educational institutions seeking to integrate AI responsibly into their institutional branding practices.