Reimagining Branding: Generative AI and Hyper-Personalization

This project explores how artificial intelligence transforms branding from static visual identities into adaptive, dynamic experiences that respond to individual consumers in real time. Traditional mass marketing, where standardized messaging reaches everyone in the same way, is becoming less effective as audiences grow desensitized to generic advertising and overwhelmed by choice. 

In response, brands are increasingly turning to hyper-personalization, using AI and real-time data to create customized experiences based on individual behavior, location, preferences, and contextual factors such as weather or time of day. 

To investigate this shift, a WebAR mobile prototype was developed to demonstrate how AI can dynamically generate visual identities, messaging, and packaging for individual users in real time. The prototype shows what happens when brand identity becomes fully adaptive, where the same physical product appears differently depending on who is viewing it. Visual elements respond to personal preferences, values, and contextual data, creating a uniquely tailored brand experience. 

By bridging physical products and digital layers, the project expands current approaches to hyper-personalization and rethinks the future of consistent brand identity. It raises questions about how adaptive branding may reshape consumer relationships, brand recognition, and the balance between individuality and consistency within brand systems.

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I am a graphic designer exploring how emerging technologies such as AI, VR, and creative coding can expand the boundaries of digital communication. My work focuses on interactivity in graphic design, examining how visual systems can evolve from static visuals into responsive and adaptive experiences.

Building on foundations in branding and typography, I investigate how identity, layout, and visual language transform when shaped by user input, real-time data, and computational processes. Through interactive and generative approaches, I explore design as a system rather than a fixed artifact.

I am interested in how interactivity reshapes authorship, experience, and communication, redefining what graphic design can be within increasingly dynamic and personalized digital contexts.