Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.1

Purpose: The aim of the paper is evaluating the use of AI in branding and marketing activities in the operation of a company. Need for the study: Building a recognizable brand is nowadays regarded as one of the most effective tools for creating a competitive advantage in the market. In this study, attention is focused on artificial intelligence, which can prove to be a source of inspiration for marketing creations, but also a tool to assist companies in the communication process and influence the behaviour of buyers. Methodology: In the first part of the paper, theoretical considerations are undertaken on selected aspects of branding and marketing activities in modern business realities, as well as on artificial intelligence and the possibilities of its use in the described industry. The empirical part presents the case of a Polish company - the branding and marketing agency Agenza from Gryfice (in the West Pomeranian Voivodship) on the basis of qualitative research. Findings: Based on the conducted qualitative research, it was established that artificial intelligence, used carefully, can provide significant support for specialists, but it will not replace human experience, intuition, creativity or education - humans still remain the key subject of the creative and decision-making process. Practical Implications: The near future in branding and marketing activities using artificial intelligence means the ability to effectively use modern technologies and the tools they offer by humans, along with their combination with their creativity, ingenuity, intuition and feelings.