Artificial Intelligence, Emotional Design and Ethics
Impact on the construction of digital brand identity
DOI:
https://doi.org/10.29105/pc.v7i1.86Keywords:
Emotional design, neurodesign, personalized design, branding, graphic designAbstract
This study examines how AI is transforming brand identity in digital environments by integrating automation, emotional design, and ethics in the use of affective data. Using a qualitative-documentary approach, theories, cases, and practices from global brands such as Spotify, Netflix, and Coca-Cola were reviewed. Findings show that AI enhances personalization and visual consistency, adapts experiences in real time, and strengthens emotional connections with users. However, it also presents risks such as depersonalization, algorithmic bias, and privacy breaches, highlighting the need for clear ethical frameworks. The study concludes that AI does not replace human creativity but complements it, enabling empathetic and adaptive visual experiences. It proposes integrating technology with creative sensitivity to build authentic, transparent, and emotionally resonant brand identities, where trust becomes a central brand value.
Downloads
References
Chui, M., Manyika, J., & Miremadi, M. (2018). Notes from the AI frontier: Applications and value of deep learning. McKinsey Global Institute. Recuperado el 10 de junio de 2025, de https://www.mckinsey.com/featured-insights/artificial-intelligence/notes-from-the-ai-frontier-applications-and-value-of-deep-learning
Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
De Bruyn, A., Viswanathan, V., Beh, Y. S., Brock, J. K.-U., & von Wangenheim, F. (2020). Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, 51, 91–105. https://doi.org/10.1016/j.intmar.2020.04.007
El Kaliouby, R. (2020). Girl decoded: A scientist’s quest to reclaim our humanity by bringing emotional intelligence to technology. Currency. ISBN: 9780451496153
Gentsch, P. (2018). AI in marketing, sales and service: How marketers without a data science degree can use AI, big data and bots. Palgrave Macmillan. ISBN: 9783319993800
Hubert, M., y Kenning, P. (2020). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 19(4), 297–311. https://doi.org/10.1002/cb.1815
Iqbal, M. (2022, December 2). How Spotify Wrapped uses data to build emotional connection. Adweek. Recuperado el 14 de junio de 2025, de https://www.adweek.com/media/how-spotify-wrapped-uses-data-to-build-emotional-connection/
Kaplan, A., y Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j.bushor.2018.08.004
Lee, K.-F. (2018). AI superpowers: China, Silicon Valley, and the new world order. Houghton Mifflin Harcourt. ISBN: 9781328546395
Morace, C., y Mecenero, E. (2020). Artificial intelligence for marketing and product innovation: Powerful new tools for predicting trends, connecting with customers, and closing sales. FrancoAngeli. ISBN: 9788835104009
Morace, F., y Mecenero, A. (2020). Branding in the age of social media and artificial intelligence. EGEA. ISBN: 9788823836285
Plassmann, H., Venkatraman, V., Huettel, S., y Yoon, C. (2012). Consumer neuroscience: Applications, challenges, and possible solutions. Journal of Marketing Research, 49(4), 427–435. https://doi.org/10.1509/jmr.10.0498
Russell, S. J., y Norvig, P. (2021). Artificial intelligence: A modern approach (4th ed.). Pearson. ISBN: 9780134610993
Springer, J. (2023, March 20). Coca-Cola invites digital artists to ‘Create Real Magic’ using new AI platform. Ad Age. Recuperado el 18 de junio de 2025, de https://www.adage.com/article/marketing-news-strategy/coke-wants-fans-use-chatgpt-and-dall-e-create-brand-artwork/2480386
Stasi, A., Casini, L., Baccini, A., y Cavicchi, A. (2020). Artificial intelligence and marketing: Systematic review of the literature and research agenda. Italian Journal of Marketing, 2020(2), 109–130. https://doi.org/10.1007/s43039-020-00008
Sterne, J. (2017). Artificial intelligence for marketing: Practical applications. Wiley. ISBN: 9781119406332
Yoon, C., Gonzalez, R., y Bettman, J. R. (2018). Theoretical foundations of consumer neuroscience: A framework and application to marketing. Journal of Consumer Psychology, 28(3), 353–368. https://doi.org/10.1002/jcpy.1031
Zuboff, S. (2019). The age of surveillance capitalism: The fight for a human future at the new frontier of power. PublicAffairs.
Downloads
Published
How to Cite
License
Copyright (c) 2026 Valeria Mejía Torres
This work is licensed under a Creative Commons Attribution 4.0 International License.
Los autores/as que publiquen en esta revista aceptan las siguientes condiciones:
a. Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, el cual estará simultáneamente sujeto a la Licencia Creative Commons Atribución 4.0 Internacional. que permite a terceros compartir la obra siempre que se indique su autor y su primera publicación esta revista.
b. Los autores/as pueden realizar otros acuerdos contractuales independientes y adicionales para la distribución no exclusiva de la versión del artículo publicado en esta revista (p. ej., incluirlo en un repositorio institucional o publicarlo en un libro) siempre que indiquen claramente que el trabajo se publicó por primera vez en esta revista.
c. Se permite y recomienda a los autores/as a publicar su trabajo en Internet (por ejemplo en páginas institucionales o personales) posterior al proceso de revisión y publicación, ya que puede conducir a intercambios productivos y a una mayor y más rápida difusión del trabajo publicado.
