- The Evolution of AI-Driven Marketing (2025–2026): Shifting from Instrumental Application to Ecosystemic Brand Value From Marketing 2025 to 2026: A Comparative Analysis of Artificial Intelligence in Brand Value Creation and Consumer Engagement
Article Sidebar
Main Article Content
Abstract
This academic article aims to examine and compare the evolving roles of Artificial Intelligence (AI) in fostering brand value and consumer engagement within the marketing landscape of 2025–2026. By employing a comparative analysis of scholarly literature and digital marketing case studies from two primary sources, this study delineates a significant conceptual shift: the transition from viewing AI as a mere functional tool for consumer insights toward its emergence as the fundamental infrastructure of the marketing ecosystem. The methodology utilizes an analytical literature review and thematic comparative analysis to investigate the convergences, divergences, and shared trajectories of key constructs, including consumer behavior, AI-driven data analytics, and brand positioning. The findings reveal that while marketing in 2025 prioritizes AI as a supportive instrument for predictive analytics and personalized customer experiences, the 2026 paradigm expands AI’s scope into a core infrastructure that integrates brands, consumers, and technology within a seamless digital ecosystem. Through this comparative synthesis, the author proposes a novel framework: “Digital Ecosystemic Value Marketing.” This framework suggests that future brand value and engagement necessitate a balanced integration of consumer understanding, AI technology, and authentic brand positioning. This article contributes to the expansion of contemporary marketing knowledge and provides strategic orientations for organizations navigating rapid technological transformations.
Article Details
References
Al Mawahreh, M. A. L., Alshar, M. M., Allahham, M., & Ahmad, A. Y. B. (2025, April). The impact of artificial intelligence on purchase intention: The mediating role of digital engagement. In 2025 1st International Conference on Computational Intelligence Approaches and Applications (ICCIAA) (pp. 1–8). IEEE.
Bhanja, A. K., Choudhary, S. L., Mohanty, S., Saxena, S., Dixit, R. S., & Das, S. (2025, November). Enhancing personalized marketing with artificial intelligence for superior consumer targeting and growth. In 2025 International Conference on Electrical Engineering and Informatics (ICEEI) (pp. 1–8). IEEE.
Gavrysh, I. O., Gavrysh, O. A., & Symonenko, A. L. (2025). Marketing in the era of digitalization: The impact of digital technologies on business processes. Economics: Time Realities, 79(3).
Hossain, M. K., & Rahman, M. M. (2023). Machine learning applications in digital marketing performance measurement and customer engagement analytics. Review of Applied Science and Technology, 2(3), 27–66.
Islami, X., Mulolli, E., & Mustafa, N. (2025). Artificial intelligence and value-based strategy: A literature review and future research directions. Management Review Quarterly, 1–77.
Khan, M., Ahmad, M., Alidjonovich, R. D., Bakhritdinovich, K. M., Turobjonovna, K. M., & Odilovich, I. J. (2025). The impact of cultural factors on digital marketing strategies with machine learning and honey bee algorithm (HBA). Cogent Business & Management, 12(1), 2486590.
Li, J., & Hingoro, A. (2025). Leveraging artificial intelligence for personalized marketing: Enhancing consumer engagement and driving sales. In Leveraging AI-powered marketing in the experience-driven economy (pp. 147–180). IGI Global Scientific Publishing.
Mahi, R., & Hasan, M. (2024). Exploring the confluence of big data, artificial intelligence, and digital marketing analytics: A comprehensive review. Global Mainstream Journal, 3(3).
Mas, D. P. D. R., & Puspita, V. (2024). AI-based marketing mix model of consumer electronics industry. PaperASIA, 40(6b), 299–308.
Rita, P., Omran, W., Ramos, R. F., & Costa, T. (2025). Exploring the applications of artificial intelligence in marketing: A topic modelling analysis. Tourism & Management Studies, 21(1), 39–55.
Rohit, K., Shankar, A., Mehrotra, A., Yaqub, M. Z., & Gupta, P. (2025). Exploring consumer engagement with smart voice assistants in the era of emerging conversational technologies. Marketing Intelligence & Planning, 43(8), 1696–1723.
Shiva, R. K., & Manoharan, G. (2025). Brand equity management and marketing in the digital era. In Brand creation and management in the phygital era (pp. 201–224). IGI Global Scientific Publishing.
Sivahari, R. (2026). A study on predictive analytics in digital marketing: Leveraging AI for customer behavior forecasting and retention. International Journal of Engineering Development and Research, 14(1), 918–927.
Skandali, D., Magoutas, A., & Tsourvakas, G. (2024). Consumer behaviour on AI applications for services: Measuring the impact of value-based adoption model on luxurious AI resorts’ applications. Review of Marketing Science, 22(1), 57–85.
Tiwari, S., Kundu, S. G., Sahoo, D., Samaddar, K., & Pandita, D. (2025). Exploring brand consumer engagement in the age of algorithms: A qualitative approach. Journal of Cultural Analysis and Social Change, 2779–2792.
Vyas, Y., & Vishwakarma, P. (2026). Artificial intelligence in brand communication: A comprehensive literature review and research outlook. International Journal of Consumer Studies, 50(1), e70170.
