Impacts of Artificial Intelligence on Branding

Artificial Intelligence ("AI") applies intelligent algorithms in a manner that enables machines to perform tasks that generally require human thinking. Needless to say, AI is viewed as "the way of the future" and it is expected that consumer experiences will soon be driven entirely by AI. While the development of AI has already changed the way brand owners interact with their consumers, it still has a long way to go. The rise of AI will undoubtedly make significant impacts on an entity's branding and trademark practices. Brands are akin to a company's "personality" and a brand's value is connected to the relationship it builds with its consumers – namely, how well consumers relate to it and come to trust it.