Redefining identity: corporate evolution in the AI era

Purpose This study explores how artificial intelligence (AI) is reshaping corporate identity (CI), focusing on its transformative impact across product, client, media, content, relationship with stakeholders' level as the corporate core nature. It examines the critical shifts AI introduces, unveiling new challenges and tensions within firms' core structures. Design/methodology/approach Using a qualitative approach, the study analyzes companies listed on the Italian FTSE MIB through seven interviews from six financial firms with key AI leaders. Data triangulation was applied to ensure robust, reliable findings. Findings The results indicate that AI has become a strategic asset, playing a pivotal role in the evolution of CI, especially at the content and client level. This transformation leads to a shift in business models, catering to a new type of consumer, such as Promptumer or Promptvestor, in the financial services sector. Companies are also expanding their boundaries, managing digital intelligent ecosystems and operating through sophisticated channels, including AI-driven dashboards and virtual agents. AI is reaffirmed as a strategic enabler, acting as an accelerator and multiplier of opportunities. Research limitations/implications The study is limited to companies listed on the Italian FTSE MIB, which may affect the generalizability of the findings. Future research could expand the scope to include companies from other regions and sectors. Practical implications Effective change management, development of technological skills, personalization of customer experiences and adherence to digital ethics and sustainability are crucial for firms. Businesses must navigate the evolving tension between their current and future identities, integrating new roles and new dimensions guided by the ownership value, AI and stakeholders, while maintaining a balance between co-creation, innovation and their core values of trust and stability. Originality/value This research offers novel insights into how AI is metamorphosing CI, emphasizing the role of cognitive connection and sustainability in the digital age. We propose a conceptual model that introduces the AI Signature as a new dimension in identity analysis and we define a new role for Customer and users that, from Prosumer translates toward a Promptuser – Promptumer. As firms become increasingly data-driven and adaptive, AI supports more ethical, efficient and sustainable decision-making. To enhance managerial relevance, we also present the CI Canvas, a practical tool for managers, consultants and organizations navigating CI transformation. In the new AI era, firms may be valued not only for their product offerings but for how their systems reason, act and engage in dialogue, making AI not only a new vector of identity but a distinctive corporate signature.