• Dr. Prashant
• Prity Tripathi

The advent of Artificial Intelligence (AI) has revolutionized the advertising landscape, enabling brands to create personalized, data-driven campaigns that resonate with their target audiences. This study investigates the impact of AI-powered advertising on branding strategies, comparing its effectiveness to traditional celebrity endorsements. A mixed-methods approach is employed, combining surveys, focus groups, and content analysis of AI-generated ads and celebrity-endorsed campaigns. The findings reveal that AI-powered advertising outperforms celebrity endorsements in terms of consumer engagement, brand recall, and purchase intent. However, the study also highlights the importance of human touch and emotional connection in advertising, suggesting that AI-generated ads should be designed to complement, rather than replace, human creativity. The study concludes by proposing a framework for integrating AI-powered advertising into branding strategies, emphasizing the need for a balanced approach that leverages the strengths of both AI and human creativity.

Artificial Intelligence, Advertising, Celebrity Endorsements, Branding Strategies, Consumer Engagement, Human Capabilities, Industry 4.0, AI-Augmented Work, Human-Centered Design.

"AI-Powered Advertising vs. Celebrity Endorsements: A Conceptual Study of Branding Strategies and Their Impact on Consumer Engagement", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 1, page no.303-306, January-2025, Available :http://www.jetir.org/papers/JETIRGS06036.pdf

"AI-Powered Advertising vs. Celebrity Endorsements: A Conceptual Study of Branding Strategies and Their Impact on Consumer Engagement", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 1, page no. pp303-306, January-2025, Available at : http://www.jetir.org/papers/JETIRGS06036.pdf