DIGITAL TRANSFORMATION OF BRANDING IN SMM BASED ON ARTIFICIAL INTELLIGENCE TECHNOLOGIES
Abstract
The article presents a comprehensive scientific study of modern transformation processes in the field of strategic branding in social networks (SMM), driven by the rapid development and active integration of artificial intelligence (AI) technologies. Based on an analysis of the dynamics of the digital market in 2026, it is substantiated that the implementation of neural networks and complex generative models becomes a fundamental condition for the survival of a brand in an aggressive information environment. It is proven that these technologies allow not only to automate the routine creation of visual and text content, but also provide deep personalization of interaction with the target audience at the level of individual requests. This leads to a significant optimization of marketing budgets, reducing operational costs by 60–80%, and a substantial increase in the return on investment (ROI). Particular attention is paid to the conceptualization of the "generative identity" of the brand. The role of AI in the formation of dynamic visual attributes that are able to adapt to the context of consumption in real time, while maintaining the integrity of the "brand voice" (Tone of Voice), is analyzed. The study explores the technical application of custom neural network models (LoRA and ControlNet), which ensure visual consistency and brand authenticity. The study scientifically substantiates the change in the marketing paradigm: from mass unified communications to the formation of a hyper-personalized customer experience. The empirical basis of the study is made up of successful cases of world leaders, in particular, an analysis of the digital ambassadors (Lil Miquela), the co-creative platform "Create Real Magic" from Coca-Cola, and the AI-powered concierge service from Sephora. These projects demonstrate the effectiveness of AI as a strategic asset for increasing brand loyalty and "Resonance Depth". Summarizing the results, the article formulates the author's conclusions regarding the critical need to implement a holistic scientific and methodological approach to the digitalization of marketing strategies. It is substantiated that deep technological integration and the use of intelligent systems for content scaling will allow businesses to increase their competitiveness and effectively represent brands in international arenas in the digital age.
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Copyright (c) 2026 Олександра Косенко, Максим Лучинський, Євген Косенко
This work is licensed under a Creative Commons Attribution 4.0 International License.
