Author(s): Sunita Vaibhav Gujar, Avni Suresh Thakkar, Amit Kumar, Sampada Mashirkar and Ashima Varghese
Micro, Small and Medium-sized Enterprises (MSMEs) are essential to the global economy, especially in generating employment possibilities. This study investigates how artificial intelligence is revolutionizing brand marketing and management. To redefine brand management methods in the digital age, it seeks to comprehend how AI technologies might improve brand equity measurement, maximize brand recognition, and increase tailored communication. A thorough bibliometric analysis of 857 research studies released between 2000 and 2025 was carried out utilising Scopus database. The methodology primarily focused on articles that explore how “artificial intelligence” is applied in the contexts of “brand management” and “brand marketing.” This technique was used to compile and synthesize a wide range of research on how AI affects MSMEs' brand management strategies and examines how generative AI can change the way MSMEs build their brands, how customers act, and how they compete. According to the analysis, AI has significantly improved brand management, especially in the areas of consumer engagement and data-driven, insight-driven personalization of customer interactions. More accurate customer segmentation and targeting have been made possible by AI's capacity to evaluate large data, which has a favourable impact on total brand equity and brand loyalty. The results indicate how important it is for industrialists, marketers, legislators, and scholars to follow ethical guidelines to verify that AI can be used in MSMEs in a way that lasts.