The article deals with artificial intelligence (AI) in brand management, particularly in brand positioning decisions. It is emphasized that while AI holds great potential for brand management, it is not a replacement for human expertise. Instead, an “augmented intelligence” approach is advocated, combining human expertise with the capabilities of AI to make better and faster decisions. The article focuses on the role of AI in brand positioning with three main steps: developing a target brand positioning, implementing brand positioning in brand touchpoints, and evaluating brand positioning performance. The article describes various use cases for AI at each stage of the brand positioning process and illustrates this with examples using advanced AI tools such as ChatGPT, Neusrel and neuroflash (Brand Voice, PerformanceFlash). It concludes by pinpointing that AI should be integrated into brand work to augment human intelligence and that the specific use case should be the focus.