With the rapid development of artificial intelligence technology, enterprises are facing a new brand competition environment. The enhancement of brand core competitiveness no longer relies solely on traditional marketing and brand management strategies, and digital transformation and technological innovation have become key factors. This paper utilizes the fsQCA method to study the path of enterprise brand core competitiveness enhancement in the context of artificial intelligence. Through a case study of 20 listed manufacturing enterprises, factors such as technological innovation, enterprise scale, marketing investment, corporate social responsibility and digitalization level are selected as antecedent variables, and how these factors affect the enhancement of brand core competitiveness through different combinations is explored. The results show that technological innovation, digitalization level and enterprise scale have a significant impact on brand core competitiveness, and four different grouping paths (S1, S2, S3 and S4) can explain more than 90% of the brand competitiveness enhancement. Multiple regression analysis further verified the positive influence of path 1 and path 2 on brand core competitiveness, especially the key role of technological innovation in brand value enhancement. In addition, the implementation of corporate social responsibility also plays an indispensable role in the long-term development of the brand. The conclusion of this paper points out that enterprises should pay attention to technological innovation and digital transformation, and build an all-round brand competitiveness enhancement strategy by combining enterprise scale and the implementation of social responsibility.
