Exploring the impact of generative AI on brand strategies through JTB and KFC's cases.
Exploring Brand Purpose and Value in the Age of Generative AI
Original: JTBと日本KFCの取り組みから考える、生成AI時代のブランドの「存在意義」と「提供すべき価値」
Importance: ブランド戦略の変化はマーケティングに影響を与えるため。
Summary
In recent years, the rapid spread of generative AI has transformed consumer purchasing journeys and marketing. This article explores how JTB and Japan KFC leverage AI in their brand strategies, based on a session from MarkeZine Day 2026 held on May 21, 2026. It deeply examines the value that brands are expected to deliver to consumers.
Key Points
- Generative AI transforms brand strategies
- Case studies from JTB and Japan KFC
- What value do customers seek from brands?
View developer summary
The article reports on a session from MarkeZine Day 2026, highlighting how JTB and Japan KFC are adapting brand strategies amid the rise of generative AI. It discusses changes in consumer purchasing journeys and the essential value brands need to offer in the AI era.
Source: https://markezine.jp/article/detail/50766
Outlet: MarkeZine
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