INTEGRATED RESEARCH JOURNAL OF MANAGEMENT, SCIENCE AND INNOVATION
ISSN 2582-5445 (online)
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FROM SCARCITY TO ALGORITHMS: ARTIFICIAL INTELLIGENCE AND TRANSFORMATION OF MASSTIGE MARKETING
1 Author(s): MS. TWINKLE
Vol - 13, Issue- 2 , Page(s) : 141 - 147 (2026 ) DOI : https://doi.org/10.32804/IRJMSI
The introduction of AI in marketing is reshaping the brand communication with customer and brand strategies. While the prior research has been conducted to study the AI impact on mass and luxury brands but its implication of masstige marketing positioned at the intersection of mass accessibility and prestige symbolism remain theoretically underdeveloped.