Business utility perception of brand and promotion consultancies toward AI applications : An empirical study
Chiragkumar B. Rathodcbrathod.2018@gmail.comDepartment of Business ManagementFaculty of Management StudiesSmt. S. B. Patel Institute of Business Management, Sankalchand Patel UniversityVisnagar, Gujarat, 384315, India0009-0007-3564-5887View full profile → , *Abhipsa VagadiaCorresponding authorabhipsavagadia@gmail.comDepartment of ManagementSunshine Group of InstitutionsAffiliated with Gujarat Technological UniversityRajkot, Gujarat, 360005, India0009-0000-5477-6152View full profile → , Vinitkumar M. Mistrivinitmistri@gmail.comDepartment of MBALDRP Institute of Technology and ResearchKadi Sarva VishwavidyalayaGandhinagar, Gujarat, 382015, India0009-0009-2413-8948View full profile → , Sunil Patelsunil@karnavatiuniversity.edu.inDepartment of ManagementUnitedworld School of BusinessKarnavati UniversityGandhinagar, Gujarat, 382422, India0000-0002-4669-7005View full profile → , Rohan Patelrohanrkp.2248@gmail.comDepartment of Business ManagementFaculty of Management StudiesSmt. S. B. Patel Institute of Business Management, Sankalchand Patel UniversityVisnagar, Gujarat, 384315, India0000-0003-3311-9609View full profile →
* Corresponding author · click or hover a name for details
- Received:
- 01 Jun 2026
- Published Online:
- 30 Sep 2026
- Article type:
- Research Article
- Language:
- EN
- Article no.:
- JIOS-2441
- Pages:
- 3445–3454
Abstract
AI is increasingly shaping the branding and promotional landscape for consultancy companies, and this study investigates how it impacts their operations. The study explores the impact of Artificial Intelligence (AI) on the branding and promotion consultancy landscape, considering its rising influence on the business. It illuminates the viewpoints of consultants, creatives, and agency managers regarding the capabilities of AI as a strategic tool, content generator, personalizer, campaign optimiser, and decision-maker. The results highlight a generally positive attitude towards AI, with significant interest in leveraging it for efficiency enhancement, insight creation, and tangible results. But issues of ethics, authenticity, and skill shortfalls remain a barrier to wider use. The research also shows that businesses with AI integration believe that it is more valuable to their companies than the companies that are not technologically prepared. The study helps to broaden the understanding of AI’s role in creative consulting and inform future capacity-building and ethical implementation of AI.
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References
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