Managing AI-Driven Brand Transformation: Developing an Integrated Change Management Model for Organizational Brand Renewal in India

Artificial intelligence (AI) is revolutionizing experience design, process coordination, and strategic identity communication in organizations. Whereas there has been a trend in brand-related research focusing on the impact of AI-based personalization, automation, and customer interaction, change management research has mainly concentrated on digital transformation, adaptability, and capability development. However, little research connects the topic of organizational changes in AI with brand renewal. Thus, this paper bridges this gap through developing and demonstrating an integrated framework for managing AI-based brand transformation in Indian organizations. Building on ADKAR model, dynamic capabilities theory, agile change management, digital transformation maturity, internal branding, employee brand ambassadorship, and the AI-revised Brand Identity Prism developed by Kapferer, this paper puts forward the AI-Brand Change Framework (ABCF). In addition to the theoretical progress, in the manuscript an agent-based simulation is provided in which 168 diverse organizational agents are developed based on the framework’s causal logic. The simulation is a test of theoretical consistency, not an empirical test. Internally consistent and implementable, the framework suggests that digital sophistication, adaptive capabilities, nimble change management, ADKAR congruence, internal brand stewardship, employee brand advocacy, and AI-driven brand recognition correlate positively with brand rejuvenation in the simulated agent cohort. The study contributes to the knowledge by linking the concepts of branding and change management, applying the theory of internal branding within the framework of AI-driven situations and proposing an operational model for organizations undergoing AI-driven transformation. The research also includes a step-by-step guide to implementation, a diagnostic tool with indicative KPIs and policy recommendations for Indian businesses.