Despite the explosive growth of Artificial Intelligence (AI) and its far-reaching impact on brand equity (BE), there appears to be no comprehensive review of the literature in this field to date. This study aims to systematically examine the impact of AI on BE through its various dimensions. By combining quantitative bibliometric analysis with qualitative content analysis, the study analyzes 219 Scopus-indexed articles to evaluate research performance, identify key schools of thought, and suggest directions for future research. The findings reveal a significant rise in scholarly interest in this area, particularly in recent years. The most influential studies have also been identified. Four distinct schools of thought have emerged, including (1) AI-driven consumer engagement and brand experience; (2) Social media analytics for brand perception and consumer insights; (3) Consumer acceptance and trust in AI-enabled service adoption; and (4) Perceived value and loyalty in AI-enabled service environments. Quantitative methods and primary data dominate, highlighting a need for diverse methodologies. This study contributes to shaping future research by proposing a multidimensional integrated model of AI’s impact on brand equity, highlighting potential negative effects, encouraging the use of longitudinal data and mixed methods, and calling for comparative investigations into customer responses to AI across different groups and contexts.