Background: The increase of globalisation has made branding a crucial part in today’s competitive landscape. Brands aim for consistency across markets, however adapting to cultural differences is needed to stay relevant in the mind of consumers. The current rise of AI is transforming branding practices.

Purpose: The purpose is to explore the role of artificial intelligence in cross-cultural brand communication. By investigating the perceived opportunities and risks with the implementation of AI from a brand managers perspective, connections between cross-cultural brand communication and AI will be made.

Method: To answer the research questions a qualitative study was conducted. Semi- structured interviews with brand managers were carried out. Those interviews aimed to gain knowledge and insight of their experiences. Thematic analysis was used to interpret and analyse the data from the 20 participants.

Conclusion: The study indicated that artificial intelligence could have an assisting role in cross-cultural brand communication. With AI as an assistant, brands get the opportunity to create adapted brand communication more efficiently. This can be done without compromising the brand’s global coherency.