This study aims to systematize and refine methods for assessing the impact of generative AI on consumer brand perception, depending on the type of generated content used. The advantages of AI’s multifunctionality in business marketing and brand strategies are explored, with a focus on optimization opportunities and the potential for supporting marketers through AI-driven solutions. Particular attention is given to the challenges of evaluating the efficiency and effectiveness of working with generative AI. Within the context of brand perception and brand marketing management strategies, the study identifies problematic areas that hinder a unified and standardized assessment of generative AI’s impact on consumer brand perception. Traditional methods are deemed less promising due to their inability to autonomously evaluate and rapidly collect data. Consequently, the study proposes leveraging the analytical capabilities of generative AI, which can process data and identify consumer brand perception. The findings suggest that the application of generative AI in enhancing brand positioning should be approached critically and with a risk-oriented mindset.