Background: The usage of AI is becoming increasingly necessary in almost every industry, including marketing and branding. AI can help managers, marketers and designers in the marketing and branding sectors to overcome realistic and practical challenges by providing data-driven results. These results could be used in making decisions. Nevertheless, implementing AI systems and the acceptance of it varies widely across different industries, with building brands is still behind. 

Purpose: This research aims to develop a deeper understanding of why AI systems are not yet commonly used in the branding industry with emphasis on how it could be useful. As a result, the main opportunities and threats to the usage of AI in branding as seen by branding- and IT specialists are explored and expressed. 

Method: To achieve the purpose of this study, a qualitative study was conducted. Semi-structured interviews were used as means to collect primary data and in total 15 interviews with branding and IT specialists were carried out. The data was transcribed and analyzed according to thematic analysis which emerged in four main themes. 

Conclusion: The results show that AI is capable of creating brand elements, with limitations to mostly non-visual brand elements due to the lack of creativity and emotions in AI solutions. The findings indicate that the perceived possibilities of implementing AI in branding mostly are cost- and time-related since AI tends to be capable of solving tasks which are cost- and time-consuming. Furthermore, the perceived threats mainly involve i) losing a job or ii) intrude on the roles of branding professionals.