Harnessing artificial intelligence (AI) for interactive branding

Purpose Artificial Intelligence (AI) is playing a transformative role in branding, bolstering competitive advantages, and enhancing consumer-brand relationships. As organisations embrace AI, interactive branding is reshaping value co-creation and customer engagement. The existing literature on branding with AI is vast and fragmented, limiting a cohesive and unified view of AI-driven interactive branding that can fully unlock its potential. Thus, the present study aims to address existing gaps and offered an integrated view of branding in the era of AI. Design/methodology/approach The present study employs the SPAR-4-SLR framework, which encapsulates both quantitative performance mapping and qualitative intellectual structure mapping. Thematic and content analysis of the topical clusters reveal the breadth and depth of the domain, with poignant dimensions to guide future research and practice. Findings This study provides a comprehensive overview of AI-driven interactive branding, highlighting emerging trends, key research areas, and relevant future research directions. The intellectual landscape of AI-driven branding emphasises dynamic consumer-brand interactions and immersive consumer-brand engagements. Originality/value The present study pioneers in unpacking a holistic conceptual framework on AI-based interactive branding, highlighting both individual and collective dynamics.