Аннотация: Brand management is no longer controlled solely by humans. In the context of algorithmic management (recommendation systems, personalization, AI content), brands are increasingly managed by data rather than the creative intuition of the team. This article highlights the change in classical approaches to brand strategy, examining how algorithms influence strategy through examples from Spotify, TikTok, Netflix, and Amazon, as well as the transformation of the brand manager's role in the context of digitalization and working with brands whose concept and management are based on algorithms. This article reveals not only a new generation of brands that were created to personalize the user experience but also uncovers potential issues with a strategy crafted by code for employees and the company's public image. The objective of this paper is to reevaluate this phenomenon and identify possible solutions.