Emerging technological forces like big data and artificial intelligence ( AI ) are significantly influencing how businesses, especially those in the online sphere, approach brand positioning. In this discussion, brand positioning is seen as a tactic used to create unique perceptions of the brand that set it apart from other competitors. Big data and AI's fusion offers a potent methodological framework for accelerating effective online brand positioning, increasing brand equity overall and credibility. ..........................................
Big data is a term that is inextricably linked to this discussion because it refers to extremely large and complex data sets, the size of which frequently prevents the analysis or interpretation of traditional data processing software. AI, which is based on the notion that machines can be programmed to imitate human intelligence, also opens up new analytical possibilities. AI essentially functions as an extension of big data, making it more understandable and actionable by streamlining data analyses. ...........................................
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