This study aimed to identify the role of generative artificial intelligence in enhancing the idea generation phase within the design thinking methodology, and to clarify its impact on building brand strategy, in addition to identifying the most prominent challenges associated with its use in creative fields. The study was prompted by the rapid development of generative artificial intelligence and the increasing reliance on its applications in design, marketing, and brand building, which necessitated examining its contribution to supporting creative processes and developing the idea generation phase, and the reflection of this on building brand strategy. The study adopted a descriptive-analytical approach and used a questionnaire as the main tool for collecting data from a sample of (23) specialists in design, visual identity, branding, marketing, and corporate communication within the Kingdom of Saudi Arabia. Data were analyzed using Microsoft Excel by extracting frequencies, percentages, and analyzing the responses of the sample individuals. The study results showed a positive trend among the sample individuals towards using generative artificial intelligence to enhance the idea generation phase, as it contributes to producing new ideas, improving the quality and diversity of creative solutions, and accelerating their accessibility. The results also indicated that generative artificial intelligence contributes to supporting some elements of brand strategy, such as developing marketing messages, improving customer experience, and supporting brand personality building. In contrast, the results emphasized the importance of maintaining the human role in the creative process and the necessity of reviewing AI outputs before adoption, while considering ethical aspects and intellectual property when using these technologies. The study concluded that generative artificial intelligence represents a supportive tool for creativity and innovation and can effectively contribute to enhancing the idea generation phase and supporting brand strategy building. However, achieving the best results requires integration between smart technologies and human expertise. The study recommended expanding the employment of AI tools in design and innovation fields, qualifying specialists for their optimal use, and establishing professional and ethical controls to regulate their use, thereby contributing to maintaining the quality of outputs and the originality of brands’ creative identity.