AI 기술을 활용한 국내 3대 아파트 브랜드의 브랜드 커뮤니케이션 전략 사례 연구 -래미안, 자이, 롯데캐슬을 중심으로- = A Case Study on the AI-Driven Brand Communication Strategies of Major Apartment Brands in South Korea -focusing on Raemian, Xi, and Lotte Castle-

다국어 초록 (Multilingual Abstract)

This study investigates how AI technology is integrated into apartment brand communication strategies and how it contributes to brand differentiation and the expansion of consumer experiences through comparative analysis of domestic and global cases. Traditional apartment brand communication has primarily relied on offline model house visits, one way information delivery, and functional attribute focused messaging, limiting consumer engagement and emotional trust. With AI adoption, brand communication is evolving into low engagement living maintenance systems that autonomously manage daily living flows, minimizing consumer intervention and enhancing the quality of premium brand experiences. AI technology not only delivers information but actively manages consumers’ daily lives, serving as a foundation for long term brand consumer relationship building. In domestic cases, Raemian, Xi, and Lotte Castle have differentiated their AI strategies through hyper personalized wellness management, community flow optimization, and long term premium quality and safety management, respectively. Global cases demonstrate further integration: Lennar Homes employs voice interactive coordination in partnership with major tech platforms; E.ON connects real time energy optimization with sustainability and ethical brand values; and Sekisui House implements life cycle adaptive hyper personalized smart home systems that adjust to family structure and long term lifestyle needs. These global cases show how AI technology is advancing beyond functional automation toward deeper brand embeddedness, integrating brand identity, consumer value systems, and emotional trust into daily living. This study offers both theoretical contributions and practical implications for developing AI driven brand communication strategies that strengthen sustainable competitive advantages in the residential sector.