CSUF: Artificial Intelligence Has Fundamentally Changed Branding, Says New Study

CSUF: Artificial Intelligence Has Fundamentally Changed Branding, Says New Study. “Decades ago, the practice of branding and marketing relied heavily on creativity. Today, that is no longer the case according to research led by Cal State Fullerton Professor of Marketing Chiranjeev Kohli. With the advent of artificial intelligence — machines that think like humans — and a growing amount of data on consumer purchase behavior, Kohli has conducted research to shed light on what he describes as a fundamental change in marketing and branding.”