No other topic has influenced brand science and brand practice as much as AI in the last two years. After the play and experimentation phase, the focus is now on developing, testing and implementing concrete use cases for the integration of AI in brand work.

In a recent article in the trade journal, Carsten Baumgarth and Steffen Schmidt provide an up-to-date overview of the opportunities and challenges of using AI in holistic brand management. The article has been published in the magazine planung & analyse and can be downloaded here.