When Brand Image Stabilizes Uncertainty: Towards Digital and Inclusive Strategies Based on Artificial Intelligence

Authors

• Rhita SERIR, Research Laboratory in Development Economics and Organizational Governance, FSJES Ain Chock, Hassan II University of Casablanca, MoroccoFollow
• Raja TEMNATI, Research Laboratory in Development Economics and Organizational Governance, FSJES Ain Chock, Hassan II University of Casablanca, MoroccoFollow

Abstract

In a context of profound transformation, contemporary marketing is evolving rapidly under the combined influence of digital transformation, artificial intelligence and Generation Z, whose behaviours are redefining consumption and communication norms. At the same time, the COVID-19 pandemic, global recession and market instability have increased the complexity and uncertainty faced by businesses. Strategic decision-making is becoming increasingly complex as technological tools multiply and consumer expectations diversify. Brand managers must therefore maintain coherence, relevance and credibility in unstable environments. Digital marketing emerges as a key strategic lever: integrating digital tools and artificial intelligence into communication and positioning strategies can improve audience understanding, message personalization, crisis responsiveness and trend anticipation. Digital marketing thus becomes both an instrument of adaptation and a pillar for strengthening brand image in a changing environment.

Recommended Citation

SERIR, Rhita and TEMNATI, Raja (2026) "When Brand Image Stabilizes Uncertainty: Towards Digital and Inclusive Strategies Based on Artificial Intelligence," Revue Marocaine de Droit, d'Economie et de Gestion (Moroccan Journal of Law, Economics and Management): Vol. 31: Iss. 2, Article 12.
https://doi.org/10.66499/2665-7112.1615
Available at: https://scholarhub.univh2c.ma/remadeg/vol31/iss2/12

DOI

10.66499/2665-7112.1615

REMADEG