Impact of new technologies and artificial intelligence in brand management
DOI:
https://doi.org/10.33919/YTelecomm.24.11.11Keywords:
AI, New technologies, Brand management, ChatbotAbstract
The topic of this article was chosen due to its relevance and the opportunity to explore various aspects of new technologies and artificial intelligence (AI) in marketing and customer service. Brand management plays a crucial role in modern business, as building, maintaining and developing a brand is essential for attracting and retaining customers. However, the integration of AI also raises important concerns about privacy, transparency and social responsibility, which are crucial for maintaining consumer trust. The article aims not only to show the innovative potential of AI, but also to highlight its role in building sustainable and successful brands. Existing practices are analyzed, as well as new opportunities that can be implemented as the technology continues to develop, the challenges and limitations of artificial intelligence, the risks and limitations associated with AI are examined, emphasizing the balance between automation and maintaining an emotional connection with customers.
References
ZIAKIS, Christos and Maro VLACHOPOULOU. Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review. Information [online]. 2023, vol. 14(12), №664 [viewed 26.03.2025]. ISSN 2078-2489. MDPI. Available from: https://doi.org/10.3390/info14120664
WILSON, George, Oliver JOHNSON, and William BROWN. The Impact of Artificial Intelligence on Digital Marketing Strategies. Journal of Digital Marketing. 2024, vol. 15(3), pp. 112-128. ISSN 2229-595X.
GÜNDÜZYELI, Bora. Artificial Intelligence in Digital Marketing Within the Framework of Sustainable Management. Sustainability [online]. 2024, vol. 16(23), №10511 [viewed 26.03.2025]. ISSN 2071-1050. MDPI. Available from: https://doi.org/10.3390/su162310511
LEE, Jooyoung and Sungeun SUH. AI Technology Integrated Education Model for Empowering Fashion Design Ideation. Sustainability [online]. 2024, vol. 16(17), №7262 [viewed 26.03.2025]. ISSN 2071-1050. MDPI. Available from: https://doi.org/10.3390/su16177262
СТЕФАНОВА, Тереза. Новите технологии: приложения, професии, умения: монография. София: Аскони-издат, 2024. ISBN 978-954-383-151-7. [STEFANOVA, Tereza. Novite tehnologii: prilozhenia, profesii, umenia: monografia. Sofia: Askoni-izdat, 2024. ISBN 978-954-383-151-7.]
ПАСАРЕЛСКИ, Росен. Нови 5G мобилни клетъчни системи: Изследване на взаимодействието между 4G-LTE и 5G системите: архитектура, мрежови функции, интерфейс и протоколи. София: Нов български университет, 2024. ISBN 978-619-233-282-2. [PASARELSKI, Rosen Ivanov. Novi 5G mobilni kletachni sistemi: Izsledvane na vzaimodeystvieto mezhdu 4G-LTE i 5G sistemite: arhitektura, mrezhovi funktsii, interfeys i protokoli. Sofia: Nov balgarski universitet, 2024. ISBN 978-619-233-282-2.]
PASARELSKI, Rosen, Krasen ANGELOV, Kristian POSTAGIAN, and Stanimir SADINOV. Implementation and Analysis of a Customized Encryption Algorithm in 5G Networks for Educational Purposes. In: 4th International Conference on Communications, Information, Electronic and Energy Systems (CIEES), 23 - 25 November, 2023, Plovdiv, Bulgaria [online]. 2023, pp. 1-5 [viewed 25.03.2025]. eISBN 979-8-3503-3691-7. IEEE Xplore. Available from: 10.1109/CIEES58940.2023.10378834
ПАСАРЕЛСКИ, Росен и Теодора ПАСАРЕЛСКА. Изследване на фазите за мрежово планиране на мобилни клетъчни мрежи. Индустриални технологии [онлайн]. 2022, (9), с. 122-130 [прегледан 26.03.2023]. ISSN 1314-9911. Достъпен на: https://www.conference-burgas.com/volumes_it.html [PASARELSKI, Rosen i Teodora PASARELSKA. Izsledvane na fazite za mrezhovo planirane na mobilni kletachni mrezhi. Industrialni tehnologii [onlayn]. 2022, (9), s. 122-130 [pregledan 26.03.2023]. ISSN 1314-9911. Dostapen na: https://www.conference-burgas.com/volumes_it.html]
КЪДРЕВ, Васил и Росен ПАСАРЕЛСКИ. Приложение на подходи на изкуствен интелект и машинно обучение в киберсигурността. Годишник Телекомуникации [онлайн]. 2021, (8), с. 53-64 [прегледан 26.03.2025]. eISSN 2534-854X. Достъпен на: https://doi.org/10.33919/YTelecomm.21.8.6 [KADREV, Vasil i Rosen PASARELSKI. Prilozhenie na podhodi na izkustven intelekt i mashinno obuchenie v kibersigurnostta. Godishnik Telekomunikatsii [onlayn]. 2021, (8), s. 53-64 [pregledan 26.03.2025]. eISSN 2534-854X. Dostapen na: https://doi.org/10.33919/YTelecomm.21.8.6]
SADINOV, Stanimir, Panagiotis KOGIAS, Krasen ANGELOV, Michail MALAMATOUDIS, and Anatoliy ALEKSANDROV. The Impact of Channel Correlation on the System Performance and Quality of Service in 5G Networks. In: 7th International Conference on Energy Efficiency and Agricultural Engineering, (EE & AE): Proceedings [online]. 2020, pp. 1-4 [viewed 25.03.2025]. еISBN 978-1-7281-0362-4. IEEE Xplore. Available from: 10.1109/EEAE49144.2020.9278982
PASARELSKA, Teodora, Plamen TZVETKOV, and Rosen PASARELSKI. Research approach and spectrum allocation analysis for 5G network development. 33rd International Scientific Symposium „Metrology and Metrology Assurance 2023“: Proceedings. Technical University of Sofia Publishing House, 2023, pp. 15-20. ISSN 2603-3194.
ПАСАРЕЛСКА, Теодора и Росен ПАСАРЕЛСКИ. Изследване на фемтоклетъчни технологии за мобилни клетъчни мрежи. Годишник Телекомуникации [онлайн]. 2022, (9), с. 69-77 [прегледан 25.03.2025]. eISSN 2534-854X. Достъпен на: https://doi.org/10.33919/YTelecomm.22.9.7 [PASARELSKA, Teodora i Rosen PASARELSKI. Izsledvane na femtokletachni tehnologii za mobilni kletachni mrezhi. Godishnik Telekomunikatsii [onlayn]. 2022, (9), s. 69-77 [pregledan 25.03.2025]. eISSN 2534-854X. Dostapen na: https://doi.org/10.33919/YTelecomm.22.9.7]
DE FREITAS, Julian and Elie OFEK. How AI Can Power Brand Management. Harvard Business Review [online]. [viewed 26.03.2025]. Available from: https://hbr.org/2024/09/how-ai-can-power-brand-management
