Future of Branding and AI: Balancing Automation with Authenticity : Prof. S Ramesh Kumar

In the thought piece ‘Branding and AI- High Tech without High Touch?’ for ET Brand Equity, by Prof. S Ramesh Kumar, Former Faculty, Marketing area, IIMB, argues that while AI enhances efficiency, scale, and creative possibilities, overreliance on automation can flatten brand identity, overlook cultural nuance, and introduce bias. It underscores that the future of branding lies in human-centred AI, where strategic judgment, empathy, and contextual understanding guide technology to create meaningful, distinctive brand experiences.