Agentic AI in Branding: How Organizations Should Use It Strategically

Agentic artificial intelligence (AI) should be treated not only as supportive technology for branding but as a strategic co-actor in the branding ecosystem, according to a January 20, 2026, study published in Global Business Review, a peer-reviewed academic journal, and co-authored by Dr. Sandeep Puri of the Asian Institute of Management.

“The question is no longer whether agentic AI will transform branding, but how to steer that transformation towards human values and well-being,” the researchers said.

The real opportunity “lies in reimagining how brands connect with people and expand creating horizons.”

This must be done, the team added, “while remaining mindful of ethical, cultural, and economic contexts, and preserving human connection.”

What is Agentic AI?

Agentic AI is defined as advanced artificial intelligence systems that act autonomously with intent and adaptability, and are able to execute tasks with minimal human intervention. In the context of branding, agentic AI has shifted the concept from one-off campaigns to continuous and fluid interactions.

During the 2026 Super Bowl, agentic AI handled real-time digital ad buying (purchasing advertising space on websites and apps) and supported generative fan experiences for physical branding campaigns (marketing through real-world media like posters and billboards). 

How Was the Study Conducted?

A team led by Puri reviewed the existing research on the topic, guided by themes such as how autonomous AI agents reshape consumer-brand relationships and how agentic AI enables co-creation between consumers and brands.

Building on this, they investigated the impact of agentic AI on modern branding by delving into core themes such as personalization, ethical governance, and organizational change.

They drew on case studies from Coca-Cola, Netflix, and Unilever to show how autonomous AI systems improve customer loyalty, drive innovation, and foster trust through transparency.