AI FOR BRAND COMMUNICATION

This course explores how branding is evolving in a world increasingly shaped by artificial intelligence. It blends theoretical frameworks with real-world brand cases to help students critically evaluate and practically apply AI tools in brand identity, storytelling, content production, and customer experience design. Students will work on creative labs aimed at simulating professional branding scenarios enhanced by AI.

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By the end of the course, students will be able to: - Understand and critically assess the impact of artificial intelligence on branding practices and consumer-brand relationships. - Apply key theoretical frameworks to analyze the role of AI in brand identity, storytelling, and communication strategies. - Experiment with AI-based tools for content generation, brand design, and customer interaction across multiple touchpoints. - Design brand communication strategies that integrate AI in a meaningful, ethical, and consumer-relevant way. - Collaborate on creative projects simulating real-world branding scenarios involving generative AI technologies. - Reflect on the ethical, cultural, and strategic implications of adopting AI in brand communication.

Course Contents 1. AI and the Brand Ecosystem Overview of how artificial intelligence is reshaping branding logic, practices, and consumer-brand relationships. Introduction to current debates and case-based reflections on AI as disruption and opportunity. 2. Brand Identity and Voice in AI-Driven Environments Exploration of brand identity elements in hybrid human-AI contexts, with a focus on coherence, tone of voice, and chatbot/voice assistant interactions. Practical lab work on brand voice design. 3. AI-Enhanced Customer Experience Analysis of how AI tools (e.g., recommendation engines, avatars, AR, diagnostics) transform touchpoints across the customer journey. Students map brand experiences and identify opportunities for AI intervention. 4. Agency, Creativity, and Meaning-Making Theoretical and practical discussions on agency attribution to AI systems and the semiotics of AI-generated content. Labs and case studies explore brand campaigns and synthetic creativity. 5. Brand Storytelling and Cultural Analysis in the Age of AI Focus on myth-making, rhetorical strategies, and cultural tensions in AI-mediated branding. Genealogical analysis of iconic brands and AI-native players like OpenAI, Meta, and Google.

Academic papers; slides and teaching team's curated content; case-studies.

The course combines traditional lectures with interactive methods aimed at fostering critical thinking and practical application. Case study discussions are used to analyze real-world brand strategies involving AI. Creative lab sessions provide students with hands-on experience in using generative AI tools for branding tasks such as voice design, customer journey mapping, and content production. Peer feedback and in-class presentations are integral to the learning process.

Student evaluation will be based on three components: Final exam (30%): Written exam aimed at assessing students’ understanding of key theories, concepts, and their critical application to AI and branding. Group project (40%): A team-based project where students develop a brand strategy or creative prototype integrating AI tools. The project is presented and discussed during the final weeks. Continuous assessment (30%): Participation in lab sessions, in-class contributions, and completion of short assignments throughout the course.

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