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Automation of Brand Management: Possibilities, Challenges, and Limitations

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Communication and Applied Technologies (ICOMTA 2023)

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 375))

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Abstract

The automation of business processes through artificial intelligence is currently making significant advances in all sectors of the economy. This research article examines the potential of using AI to automate brand management processes and services. Since such automation does not yet exist in the market, this paper uses a qualitative approach to explore the theoretical feasibility through an in-depth literature review. Issues of brand management and brand personality are highlighted, as well as the technical side through the discourse of Large Language Models and AI models. The results of this feasibility study suggest that certain brand management services can be automated highly effectively with the current state of artificial intelligence. However, the study also outlines areas of the brand management process where automation cannot be considered feasible at this time. This study can serve as a basis for feasibility studies and business model innovations during further discussions regarding the automation of communication and marketing processes.

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Author information

Authors and Affiliations

  1. Macromedia University, Brüderstr. 17, 50667, Cologne, Germany

    David Wiestner & Ralf Spiller

  2. Fraunhofer-Institut ISST, Speicherstraße 6, 44147, Dortmund, Germany

    Ayoub Bouchedoub

  3. Rhine-Waal University, Marie-Curie-Straße 1, 47533, Kleve, Germany

    Mahir Hasan

Authors
  1. David Wiestner
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  2. Ralf Spiller
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  3. Ayoub Bouchedoub
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  4. Mahir Hasan
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Corresponding author

Correspondence to David Wiestner .

Editor information

Editors and Affiliations

  1. Málaga, Spain

    Daniel Barredo Ibáñez

  2. Rúa da Maestranza, A Coruña, Spain

    Laura M. Castro

  3. Complejo Cultural Universitario, Puebla, Mexico

    Araceli Espinosa

  4. Circunvalación ao Campus Universitario, Vigo, Spain

    Iván Puentes-Rivera

  5. Campus Vida, Avenida do Doutor Ángel Jorge Echeverri, Santiago de Compostela, Spain

    Paulo Carlos López-López

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© 2024 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Wiestner, D., Spiller, R., Bouchedoub, A., Hasan, M. (2024). Automation of Brand Management: Possibilities, Challenges, and Limitations. In: Ibáñez, D.B., Castro, L.M., Espinosa, A., Puentes-Rivera, I., López-López, P.C. (eds) Communication and Applied Technologies. ICOMTA 2023. Smart Innovation, Systems and Technologies, vol 375. Springer, Singapore. https://doi.org/10.1007/978-981-99-7210-4_12

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