Artificial Intelligence in Brand Equity and Sustainability: Integrative Framework and Theoretical Insight

A new integrative theoretical framework has theoretically identified and discussed AI's vital driving, mediating, and moderating role in enhancing a brand's value and eventually contributing toward brand equity sustainability. Some critical theories underlying the understanding of AI's impact on consumer-brand interactions are TAM, BPT, and CCT. The findings have explained how AI can be utilised to personalise consumers' experiences, add value to brand communication through multimodal content, and build emotional connections between consumers and brands. This paper also explores how AI facilitates eco-innovation and cultural adaptation to enhance the sustainability of brands' practices. Therefore, the study concludes that AI is an operational efficiency enabler and a strategic one in developing resilient, future-ready brands. Implications for research and practice are discussed, along with recommendations on solving the ethical and privacy challenges facing AI-driven branding strategies.