Generative Artificial Intelligence as a Driver of Digital Brand Equity: A Strategic Management Perspective

The rapid development of generative artificial intelligence (GenAI) is transforming contemporary digital branding strategies and reshaping the mechanisms through which organizations create and manage digital brand equity. AI-driven tools enable firms to generate personalized content, automate brand communication, enhance customer engagement, and optimize digital interactions across multiple platforms. At the same time, the growing integration of GenAI into branding activities creates new managerial and strategic challenges related to brand consistency, authenticity, governance, and long-term value creation. The purpose of this paper is to develop a conceptual framework explaining the role of GenAI as a driver of digital brand equity from a strategic management perspective. The study is based on an integrative literature review covering strategic brand management, digital branding, AI-driven marketing communication, and digital transformation research streams. The paper identifies key dimensions through which GenAI influences digital brand equity, including content personalization, customer engagement, communication efficiency, brand experience enhancement, and data-driven strategic decision-making. The study also discusses managerial implications associated with the implementation of AI-supported branding strategies in digitally mediated environments. The proposed framework contributes to the growing body of research on AI and strategic brand management by integrating digital branding and AI-related perspectives into a coherent conceptual model. The paper additionally outlines future research directions concerning AI-enabled brand management and the evolution of digital brand equity in increasingly automated market environments.