Emotion by Design: Generative AI for Sentiment-Aware Brand Communication

Merlin Balamurugan, Rajakumari K

Abstract: Marketing has transformed from a transactional function into a strategic driver of brand value. This review explores the rapid evolution of marketing in the digital and data-driven age. It highlights how consumer behavior, technology, and culture collectively shape brand engagement. The study examines emerging trends such as personalized content, social media influence, and AI-driven insights. Particular focus is given to how generative AI is redefining creativity and campaign execution. The article also reviews the growing importance of ethical marketing and data privacy. It compares traditional and digital strategies to understand shifts in effectiveness and reach. By synthesizing recent research and case studies, the review identifies key success factors for modern marketers. The findings emphasize the balance between automation and human creativity in sustaining brand authenticity. Overall, this paper "Emotion by Design: Generative AI for Sentiment-Aware Brand Communication" provides a comprehensive view of how marketing continues to evolve in the digital era. These instructions provide you guidelines for preparing papers for International Journal of Science & Research (IJSR). Use this document as a template and as an instruction set. Please submit your manuscript by IJSR Online Submission Module.

Keywords: Digital Marketing, Consumer Engagement, Generative AI, Artificial Intelligence, Brand Strategy

How to Cite?: Merlin Balamurugan, Rajakumari K, "Emotion by Design: Generative AI for Sentiment-Aware Brand Communication", Volume 14 Issue 11, November 2025, International Journal of Science and Research (IJSR), Pages: 1349-1352, https://www.ijsr.net/getabstract.php?paperid=SR251112101151, DOI: https://dx.doi.org/10.21275/SR251112101151