DR. ZAHRA SULTAN AL-HABSI, DR. HATIM RAMADAN MOHAMED, DR. DR. HARINI METHUKU
DOI: https://doi.org/This systematic review synthesises empirical and conceptual research on the transformative role of 0 in shaping consumer-based brand equity (CBBE). Drawing on 31 peer-reviewed studies published between 2016 and 2025, the review maps how AI technologies—including personalization engines, chatbots, predictive analytics, and generative AI—affect key dimensions of brand equity such as awareness, trust, loyalty, and engagement. Findings reveal that AI enhances consumer-brand relationships through personalization, efficiency, and co-creation, while also generating risks related to privacy, ethics, and authenticity. Contextual moderators including industry type, cultural environment, and consumer demographics significantly condition AI’s effects, underscoring the need for tailored and culturally sensitive strategies. Methodologically, most studies rely on cross-sectional surveys and quantitative models, with limited use of longitudinal or mixed-method approaches. The review highlights critical gaps in measurement standardisation, ethical evaluation, and economic impact assessment. Future research is called to develop integrative, contextually grounded, and ethically robust frameworks to harness AI’s potential for sustainable brand equity in the age of intelligent branding.
