Artificial Intelligence as a Strategic Tool in Branding Processes: Reflections from the Sete Rotas Case Study.
Keywords:
Artificial Intelligence, Branding, Creative Processes, Strategic DesignAbstract
This study explores the use of artificial intelligence (AI) in branding projects, focusing on a case study of the Brazilian export and trading company Sete Rotas. Given the increasing integration of AI tools in creative workflows, the research raises the question: How can artificial intelligence optimize processes in branding work? The main objective was to report the application of AI during the development of the Sete Rotas brand, highlighting how the designer employed AI to enhance creative and operational stages. The methodology of the case study involved documentation of the design process and reflective practice analysis. The results show that AI tools contributed to speeding up naming and visual identity stages, as well as generating a broader range of creative possibilities. It was also observed that AI helped reduce over-attachment to initial ideas, encouraging iterative exploration. However, the need for human refinement remained critical for ensuring strategic alignment and aesthetic coherence.
It is concluded that the isolated use of AI is still insufficient to deliver complete strategic solutions, making the designer’s curatorship essential to translate objectives into precise prompts and to interpret cultural, symbolic, and contextual nuances that AI tools are unable to fully capture.
Downloads
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Congress of Knowledge and Innovation
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
DECLARATION OF ASSIGNMENT AND TRANSFER OF PATRIMONIAL RIGHTS ON ARTICLE PUBLISHED IN THE CIKI PROCEEDINGS AND AUTHORIZATION FOR PUBLICATION
The AUTHOR, according to the law n. 9.610 of February 19th, 1998, hereby declares to whomsoever may concern, that it assigns and transfers, in a universal, definitive, irreversible, exclusive and gratuitous manner, all of its author's economic rights on the article submitted to the International Congress of Knowledge and Innovation - ciki.
The AUTHOR guarantees:
- That the article is original, except for the citations of other published works, provided that the limitations expressed in articles 46 and 47 of Law 9.610 of February 19, 1998 are observed;
- That the article does not contain any slanderous or defamatory statements and does not infringe any intellectual, commercial or industrial property rights of any third parties;
- To promptly compensate the International Congress of Knowledge and Innovation - ciKi for any indemnities, losses or expenses arising from the breach of the guarantees expressed in paragraphs 1 and 2, above.
With this assignment and transfer of the patrimonial rights referring to the author's right, the International Congress of Knowledge and Innovation - ciKi and its successors are free of any copyright payment to the AUTHOR or to their heirs or successors.
The AUTHOR further declares that the International Congress of Knowledge and Innovation - ciKi is fully authorized to use this article, in whole or in part, edited or complete, in Portuguese and in all other languages, in print, in Electronic means, internet, for commercial purposes or not, including distributing, adapting, creating derivative works, assigning rights to third parties in Brazil and / or abroad, including but not limited to: teaching, study and research; publication and dissemination; quote; use in general telecommunication means; audiovisual use in general, including all existing or future digital technologies, capable of storing and reproducing data.
The AUTHOR has guaranteed the moral rights over his article, including the binding of his name as author of the article object of this transfer.
The AUTHOR must always make a written request to the International Congress of Knowledge and Innovation - ciKi, when he intends to use his article, and is obliged to always insert the credit in the original publication, citing the bibliographic reference, complete and legible.
