GenAI in branding: Advertising and marketing professionals’ views

This paper explores how advertising professionals view generative AI (GenAI) in branding. Based on 22 interviews and a customer-based brand equity-informed model,1 it shows that GenAI enhances personalisation, creativity, engagement and workflow efficiency across brand-building stages. While seen as a powerful tool for tailoring experiences and accelerating campaigns, concerns include authenticity, ethics and loss of human touch. The study contributes a framework for understanding GenAI’s impact on brand equity and offers practical guidance for responsible use, stressing the need to balance automation with human insight. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.