• SUBHASHINI R
• Dr. V VENKATACHALAM

This paper explores how artificial intelligence (AI) enhances brand equity by improving brand familiarity, perceived quality, and loyalty. Using a conceptual and case-based approach, it reviews AI technologies like predictive analytics and personalization to boost customer engagement. Findings show AI helps brands anticipate needs, optimize campaigns, and build stronger emotional connections. The study highlights practical uses of AI for targeted advertising and decision-making, while stressing the importance of balancing automation with human touch to maintain trust and authenticity in branding.

"FROM CREATIVITY TO CUSTOMIZATION: HOW ARTIFICIAL INTELLIGENCE IS REDEFINING THE FUTURE OF BRANDING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 10, page no.b277-b283, October-2025, Available :http://www.jetir.org/papers/JETIR2510141.pdf

"FROM CREATIVITY TO CUSTOMIZATION: HOW ARTIFICIAL INTELLIGENCE IS REDEFINING THE FUTURE OF BRANDING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 10, page no. ppb277-b283, October-2025, Available at : http://www.jetir.org/papers/JETIR2510141.pdf