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@article{191009,
        author = {Abhidha Verma and Jeewesh Jha},
        title = {Strategic Brand Sustainability Through AI: Tesla’s Disruptive Approach in the U.S. Automotive Industry},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {7924-7939},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191009},
        abstract = {Article history:Received May 26 2025 Tesla, as a leading U.S. automotive brand and global pioneer in AI integration, is revolutionizing sustainability in the auto industry by embedding artificial intelligence across its entire value chain—from autonomous driving and predictive maintenance to real-time diagnostics, supply chain optimization, and energy-efficient battery systems—positioning itself not merely as a vehicle manufacturer but as a technology-driven leader in sustainable innovation. A web-based survey of 300 professionals, including AI specialists in marketing, HR, and sustainability, alongside regulators and industry experts, demonstrates that AI significantly enhances brand equity when aligned with long-term sustainability goals. Tesla’s strategic use of intelligent systems drives operational efficiency, advances transportation safety, accelerates eco-friendly vehicle development, and enables hyper-personalized customer engagement, while also informing workforce strategy, regulatory compliance, and market positioning. Despite challenges such as algorithm over-reliance, the complexity of modeling human behavior, and diverse global policy frameworks, Tesla’s transparent and ethical commitment to AI, data-driven decision-making, and consumer empowerment establishes a blueprint for sustainable innovation, redefining the modern automotive brand by showcasing AI’s vital role not only in operational excellence but also in environmental stewardship and strategic brand leadership, affirming its critical importance in shaping the identity and future viability of brands in a rapidly evolving global marketplace.},
        keywords = {Brand Tesla Innovations Behavior Artificial Intelligence Manufacturing Automotive Sustainability Predictive Maintenance Customer Engagement Industry},
        month = {January},
        }