Аннотация: The relevance of the research is due to the transition of artificial intelligence from content generation tools to agent-based brand ecosystem management systems in real time. The aim of the work is to develop a conceptual framework for the maturity of AI branding relevant for 2026, integrating strategic, creative, operational, and regulatory and ethical aspects. The methods used were a systematic review of the literature (2023-2026), analysis of industry reports, and expert interviews with heads of marketing and brand departments. The result is a four-level “AI branding orchestration” model, which makes it possible to assess the maturity of processes, identify compliance risks, and build implementation roadmaps. The practical significance of the research is to provide brand managers and executives with a tool for auditing, training, and reducing reputational costs associated with autonomous AI solutions.