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Theoretical Study on AI-Enabled Brand Personalization and Consumer Perceived Value in the Digital Era

Author(s)

Fuyan Ding*

Affiliation(s)

Baise University, Baise, Guangxi, China *Corresponding Author

Abstract

With the rapid development of the digital economy, artificial intelligence (AI) has been widely applied in brand management, exerting a profound influence on brand personalization and consumer perceived value. This study aims to explore how AI empowers brand personalization and further affects the formation mechanism of consumer perceived value. Using theoretical analysis, the study systematically reviews the relevant theories of brand personalization, AI applications, and consumer perceived value, and constructs a conceptual framework of AI-driven brand personalization and consumer perceived value. The findings reveal that AI provides precise and efficient paths to brand personalization through data analytics, user profiling, behavior prediction, intelligent recommendation, and generative content. Brand personalization, by enhancing functional value, emotional value, and social value, significantly strengthens consumers’ overall perceived value. The conclusion indicates that AI-enabled brand personalization not only enriches brand management theory but also provides theoretical guidance and practical references for enterprises to develop personalized brand strategies in the digital economy. Additionally, it lays a conceptual foundation for future empirical research.

Keywords

Digital Economy; Artificial Intelligence; Brand Personalization; Consumer Perceived Value; Theoretical Analysis

References

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