AI systems like ChatGPT, Gemini, and Perplexity are fundamentally changing how we discover and perceive brand messages. In addition to issues of machine readability, content formats that list and evaluate product features and functions are becoming increasingly relevant. For this reason, some are now arguing that the brand no longer matters. They claim that the new currency is the product’s hard facts—that is, its functions and features. The article examines GEO and the rational decisions made by AI in relation to brand perception. It answers the question of why emotional brand management is more important than ever. The article Brand Choice in the Age of AI – Between Simple Data Logic and Emotional Connection. appeared on MoreThanDigital, written by Kai Bösterling

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