Cultural Perceptions and Business Implications of AI-Driven Branding : A Comparative Analysis of Consumer Responses in Sweden and the United Arab Emirates

Sammanfattning

The growing use of artificial intelligence (AI) in marketing is transforming how companies develop and manage their brands, particularly in international markets. This thesis examines how consumers in Sweden and the United Arab Emirates (UAE) perceive and respond to AI-driven branding. It focuses on five key areas: trust, innovation, cultural appropriateness, consumer engagement, and purchase intention. These factors are particularly important for businesses operating across borders, where cultural differences can significantly impact how branding strategies are perceived. The study uses a quantitative method, collecting survey data from consumers in both countries. It compares their reactions to AI-driven branding to understand how cultural background shapes consumer attitudes and behavior. The goal is to identify patterns that international businesses can use to improve their branding strategies when entering or operating in culturally different markets. The findings will help multinational companies make more informed decisions about whether to standardize or adapt AI-driven branding for specific countries. This research contributes to the knowledge of international business by demonstrating how cultural perceptions impact the success of AI branding tools and providing insights that support more effective global marketing strategies.