Can the implementation of AI technologies affect Luxury Brands' Associations?

Literature Review

Abstract

This investigation aims to explore the current situation regarding the relationship between the implementation of Artificial Intelligence technologies and Luxury Brands’ image, as to understand if these technologies should be also managed from a branding standpoint. Core definitions of Branding, Luxury Brands, Brand Equity and Brand Image are gathered. The impact of Artificial Intelligence on Luxury Products is brought up and discussed. This study is achieved through a literary review. As a result of this study, a lack of deeper understanding regarding the relationship between Luxury Brand Associations and Artificial Intelligence technologies has been found. Beyond functional aspects (product manufacture, E-commerce, etc.), that are bettered by Artificial Intelligence, branding wise, a lack of specificity regarding Brand Associations is felt, incapacitating complete management knowledge of Brand Equity on this new technological paradigm.