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- Title
Al-based B-to-B brand redesign: A case study.
- Authors
Albert, Vakhtang Daniel; Schmidt, Holger J.
- Abstract
Artificial Intelligence (AI), a key component of the fourth industrial revolution, is currently on the radar of many academics and business experts. AI is not only able to process raw numerical data but also to generate image, video, textual, and audio material that can contribute to the development of brand and advertising elements within operational brand management. Unfortunately, in the Bto-B sector, the application of AI for brand design is under-researched. Drawing on empirical data derived from a case study of an industrial B2B company from Germany, expert interviews, and practical experimentation with AI tools, this study aims to identify the applications of AI, the capabilities of generative AI tools, the opportunities for brand development, and the value of AI-driven brand redesign for B-to-B companies. The study underscores the role of human expertise alongside AI and highlights the potential of AI to streamline brand design initiatives, particularly benefiting SMEs with limited resources.
- Subjects
GERMANY; ARTIFICIAL intelligence; BUSINESS-to-business transactions; INDUSTRY 4.0; BRANDING (Marketing); AWARENESS advertising; BRAND name products
- Publication
Transfer: Zeitschrift für Kommunikation & Markenmanagement, 2023, Vol 69, Issue 4, p46
- ISSN
1436-798X
- Publication type
Article