The Semiotics of AI-Driven Consumer Experiences: Decoding Emotional Branding and the Experience Economy

Abstract

The intersection of semiotics, artificial intelligence, and consumer experience marks the evolution of branding and experience economics. The present chapter analyzes how the symbols, cultural codes, and meanings exposed by semiotic analysis can reveal the purely emotional and symbolic dimensions of AI-driven consumer interactions. Such branding technologies include sentiment analysis, predictive analytics, and immersive tools expressed through virtual and augmented realities, allowing brands to create truly personalized and emotionally engaging experiences. Semiotics enriches this process, from cultural narrative discovery and emotional code formation to resonance and impact of such experience. The paper discusses the use of AI in emotional branding. Then, it speaks to create flexible, symbolic connections that transcend products and establish deep relationships with consumers. It raises the issue of the ethicality of using AI in emotional influence, highlighting a call for transparency and cultural sensitivity. Keywords Artificial intelligence, cultural sensitivity ,consumer interactions, Branding.