Ключевое слово: «branding»

Today, generative artificial intelligence is transforming various spheres of human activity, including the fashion and beauty industries. The purpose of this study is to analyze current practices of market leaders in which the use of generative AI does not dilute brand identity but rather strengthens its advantages by creating visual creatives and providing personalization opportunities for clients. Visual identity is one of the vulnerable assets of any brand in an era of oversaturation with digital products resulting from the mass use of AI. The preservation of identity depends on such a factor as the use of AI as an amplifier of brand uniqueness. With the development of generative models and their mass adoption, and the absence of manual control in identity, it seems that this leads to the loss of brand soul and emotional value. This study demonstrates that with the proper architecture of implementation, AI becomes a key factor of competitive advantage and a unique value proposition for market leaders and part of their DNA, through which identity becomes a living asset providing living experiences for clients.