Automation of Brand Management: Possibilities, Challenges, and Limitations

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.