AI-Driven Multimodal Analytics for Strategic Consumer Insight and Brand Intelligence

In an age of instant digitization and omnipresent engagement, branding has evolved from a one-dimensional strategy to a multi-layered, perceptual experience. It has become a multimodal entity, comprising a blend of text, image, and speech components. This chapter presents a closer look at multimodal analytics, integrating textual, visual, and speech data with artificial intelligence (AI). Multimodal analytics is a method for combining different types of data into a single frame to gain richer, more complete insights. In branding, AI is being used to build personalized ad campaigns and manage brand identity. The first approach to multimodal analysis is to comprehend how these different types of inputs function in brand ecosystems. This chapter examines the three prominent fusion methods, early fusion, late fusion, and hybrid fusion. This chapter also presents case studies from various branding domains. With advancements, there also comes a responsibility to maintain consumers' privacy. The next step in brand storytelling will be to incorporate immersive and interactive elements.