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Pixels and Perceptions: Leveraging Generative AI for Real-Time Brand Equity Measurement
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Author(s): Rohit Yadav (IILM University, Greater Noida, India)
Copyright: 2026
Pages: 22
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.ch006
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Abstract
Brand equity ceases to exist as a fixed entity but as a dynamic and perceptual process which is influenced by visual interactions in real time. This chapter will discuss how generative AI, with the help of such devices as GANs, diffusion models, and computer vision, can be used to analyze brand sentiment in real-time via user-made images. This method combines emotion recognition, social media monitoring, and latent space modeling in order to capture brand perception by geography, culture, and time. In contrast to the traditional survey-based approach, the proposed AI-powered model will provide an in-depth understanding of how visuals influence brand associations, and emotional resonance. The chapter also covers ethical issues of automation and provides a framework of a hybrid human-AI solution to transparent and culturally aware brand analytics. Such an interdisciplinary synthesis will act as a strategic framework in which marketers, artificial intelligence coders, and scientists can gauge and manipulate brand equity in the visual digital age ethically.
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