Is it the end of the AI Brand Winter? Artificial Intelligence in Brand Management

The book chapter Is it the end of the AI Brand winter? Artificial Intelligence in Brand Management by Carsten Baumgarth, Alexandra Kirkby and Anja Lambrecht has recently appeared in the publication Digitalisation in Business Management. The conversation and interest in artificial intelligence is ever increasing across multiple different fields, yet in the area of brand management and brand science, the topic has seemingly not yet made itself felt.  Our book chapter provides an up to date definition of artificial intelligence and examines AI applications in selected areas of brand management. The applications considered in this chapter include social listening, AI-supported brand management, media planning, voice as a branding element, personalization, challenges and more.