Ryan Saghir

Ryan Saghir is the author of Digital Twin of Brand Equity, a developing framework for understanding how AI systems represent brands and participate in decisions.

His experience spans more than two decades of digital marketing, including agency-side performance marketing and brand leadership at Danone and Sabra. That work informs his research into how AI changes brand perception, consideration, and choice.

His writing approaches the subject through brand and marketing strategy: what a company wants to mean, what the evidence around it communicates, and what happens when systems interpret that evidence on someone else's behalf.

About the publication

Digital Twin of Brand Equity is Ryan's independent research publication, connecting a reference library with essays and research observations. It follows the path from representation through discovery and evaluation to choice, keeping generated outputs, human behavior, and economic consequences distinct.

The framework draws on established research about brand memory, associations, reputation, and machine-mediated decisions. Its proposed contribution is to connect those traditions to machine-facing brand representation and the work of observing and governing the signals that surround a company.

How to read it

Begin with Start Here, use the Concept Library to look up terms, and follow the essays for the arguments. Working constructs and hypotheses are labeled where they appear. Definitions, evidence, and interpretations can evolve as the research develops.