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Enhancing Brand Engagement Through AI-Driven Storytelling and Dynamic Content Creation in Digital Marketing
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Author(s): P. S. Venkateswaran (PSNA College of Engineering and Technology, Dindigul, India), S. Jeyakumar (PSNA College of Engineering and Technology, Dindigul, India), S. Devi Kamatchi (PSNA College of Engineering and Technology, Dindigul, India)and S. Manimaran (PSNA College of Engineering and Technology, Dindigul, India)
Copyright: 2026
Pages: 36
Source title:
AI, Machine Learning, and Image Processing in Market Research and Branding
Source Author(s)/Editor(s): Md Faiz Ahmad (SRM University, Amaravati, India), Mudassir Rafi (King Khalid University, Saudi Arabia)and Mohd Danish Kirmani (IILM University, Greater Noida, India)
DOI: 10.4018/979-8-3373-4506-2.ch004
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Abstract
This study examines the impact of artificial intelligence technologies in digital marketing storytelling to enhance brand engagement through personalized, dynamic content creation strategies. A descriptive research design was used along with purposive sampling to select 376 respondents from digital marketing consumers. The study analysed AI-driven storytelling frameworks to understand their application in creating adaptive marketing strategies across various digital media. AI-driven storytelling improves brand engagement by delivering personalized methods that adapt to individual consumer preferences. The technology enables real-time content optimization, resulting in higher engagement rates, improved customer retention, and enhanced brand loyalty. The effectiveness of AI-driven storytelling depends heavily on data quality, algorithm sophistication, and the balance between automation and human creativity.
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