The Impact of Artificial Intelligence on Artistic Branding Strategies and Its Effects on the Economic Performance and Financial Sustainability of Creative Industry Businesses
Keywords:
Artificial Intelligence, Artistic Branding, Economic Performance, Financial Sustainability, Creative IndustriesAbstract
Objective: This study aimed to examine the effect of artificial intelligence adoption on artistic branding strategies and to investigate its direct and indirect effects on the economic performance and financial sustainability of creative industry businesses in Tehran.
Methodology: This applied study employed a cross-sectional descriptive-correlational design. The statistical population consisted of managers, founders, business owners, marketing and brand managers, and senior professionals working in creative industry businesses in Tehran in 2026. The final sample included 384 participants selected through purposive and convenience sampling. Data were collected using a multi-section questionnaire assessing artificial intelligence adoption, artistic branding strategies, economic performance, and financial sustainability. Data were analyzed using partial least squares structural equation modeling in SmartPLS 4, and the significance of direct and indirect effects was evaluated through bootstrapping with 5,000 resamples.
Findings: Artificial intelligence adoption had a significant positive effect on artistic branding strategies (β = 0.624, p < 0.001), economic performance (β = 0.171, p = 0.001), and financial sustainability (β = 0.109, p = 0.018). Artistic branding strategies significantly predicted economic performance (β = 0.541, p < 0.001) and financial sustainability (β = 0.214, p < 0.001), while economic performance had a significant positive effect on financial sustainability (β = 0.491, p < 0.001). The indirect effect of AI adoption on economic performance through artistic branding was significant (β = 0.338, p < 0.001), and the sequential mediation pathway from AI adoption to artistic branding, economic performance, and financial sustainability was also significant (β = 0.166, p < 0.001). The model explained 38.9% of the variance in artistic branding, 50.3% in economic performance, and 61.4% in financial sustainability.
Conclusion: Artificial intelligence generates its greatest economic and financial value in creative businesses when it is strategically integrated into artistic branding capabilities, enabling stronger differentiation, audience engagement, improved economic performance, and greater long-term financial sustainability.
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Copyright (c) 1404 Ali Abbasiasl (Translator); Seyediraj Youzbashi, Seyedeh Parisa Mohebyasreb, Maryam Sadat Youzbashi (Author)
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