THE GENERATIVE ARTIFICIAL INTELLIGENCE IN BRANDING AND VISUAL MARKETING

Abstract

The article is dedicated to analyzing the role of generative artificial intelligence (AI) in transforming branding and visual marketing, particularly in the context of digitalized communication strategies and increased global market competition. Special attention is paid to the integration of generative models (GPT, DALL·E, MidJourney, and others) into the processes of visual content creation, brand identity formation, and consumer experience personalization. The study aims to identify key directions for the application of generative AI in branding and visual marketing that enhance marketing communication effectiveness, preserve brand uniqueness, and minimize risks associated with automated content usage. The research employs general scientific methods, including quantitative and qualitative analysis, systematic literature review, comparative analysis of international and Ukrainian case studies, as well as expert interviews and practical example analysis. Data collection encompassed the study of scientific sources, the examination of leading international companies' experiences (Nike, Coca-Cola, Nestlé) in integrating AI into marketing campaigns, and the analysis of Ukrainian cases in creative industries and small businesses, such as COMFY, Metro Ukraine, Gulliver, and Epicentr. The results of the study indicate that the use of generative AI in branding and visual marketing allows companies to rapidly produce high-quality and personalized content, optimize routine marketing processes, increase audience engagement through visual and interactive communications, establish a unique brand identity, and enhance consumer experience. At the same time, the study emphasizes the necessity of a hybrid approach that combines automated content generation with human oversight and moderation, implements transparent policies for labeling AI-generated content, and ensures compliance with ethical and legal standards, such as the AI Act and WIPO regulations. Internal adaptation measures include creating corporate “brand guides,” prompt libraries, maintaining logs of models and versions, and testing content perception among target segments to enhance communication effectiveness. The study demonstrates that the integration of generative AI contributes to increased business competitiveness, cost reduction, and faster market responsiveness.