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In today’s competitive market, creating a distinctive and memorable brand is more important than ever. Advances in artificial intelligence (AI) are transforming corporate brand design, enabling companies to create personalised, dynamic visual identities that resonate with consumers on a sensory level.

This project aims to explore how AI can be integrated into corporate brand design to enhance visual identity and sensory engagement, ultimately influencing consumer perception, behaviour, and loyalty.

The research will investigate how AI-driven branding strategies can create impactful visual identities, focusing on the following key areas:

1. AI in visual identity development: Explore how AI can be used to design adaptive logos, colour schemes, and brand imagery that respond to consumer preferences and cultural contexts. The student will analyse how AI-driven design tools can produce cohesive and consistent brand visuals that maintain brand recognition while adapting to various consumer touchpoints.
2. Personalised sensory branding: Examine the role of AI in sensory branding, such as tailoring visual, auditory, and even olfactory brand elements to enhance the consumer experience. This includes studying how AI-driven tools can create personalised and memorable sensory experiences that deepen consumer-brand connections.
3. Influencing consumer behaviour through AI-enhanced brand design: Investigate how AI-driven visual identity elements influence consumer behaviour and purchasing decisions. The student will look at factors such as emotional response to brand visuals, brand loyalty, and the impact of adaptive brand designs on consumer engagement.
4. Dynamic brand engagement across platforms: Assess how AI can help brands create seamless, visually appealing, and consistent identities across digital and physical platforms. This includes exploring the role of AI in generating real-time, personalised brand visuals on websites, apps, and social media to maintain cohesive brand perception.
5. AI and brand authenticity: Consider the ethical implications and consumer perceptions of AI-driven branding, particularly around authenticity and transparency. This area will explore consumer attitudes toward AI-generated brand elements and how they influence trust and loyalty.

Research approach

The student will employ a combination of qualitative and quantitative methods, including case studies of brands using AI-driven design, consumer surveys on sensory branding, and interviews with branding professionals. Experimental studies may also be conducted to measure consumer responses to AI-generated visuals and sensory experiences, analysing factors such as engagement, brand recall, and purchasing intent.

Expected background

Candidates should have a background in branding, design, or marketing, with knowledge of AI applications in creative fields being advantageous. An understanding of consumer behaviour theory, sensory marketing, and visual identity will also support the project’s objectives. Analytical skills for interpreting data from consumer studies will be essential. 

Brunel offers a number of funding options to research students that help cover the cost of their tuition fees, contribute to living expenses or both. See more information here: /research/Research-degrees/Research-degree-funding. The UK Government is also offering Doctoral Student Loans for eligible students, and there is some funding available through the Research Councils. Many of our international students benefit from funding provided by their governments or employers. Brunel alumni enjoy tuition fee discounts of 15%.