Artificial Intelligence in the Transformation of Integrated Marketing Communications of Innovative Enterprises

Abstract

Artificial intelligence (AI) is becoming increasingly important in modern marketing communications, opening up new opportunities for businesses to interact with customers, personalise services and improve the efficiency of communication activities. Innovative companies actively explore integrating AI into marketing strategies to gain competitive advantages. However, this area has several unresolved issues, including ethical issues, data privacy, and long-term brand impact.

The main purpose of the article is to study current trends and potential opportunities for using artificial intelligence in marketing communications, assess its impact on customer interaction and marketing efficiency, and develop recommendations for integrating AI into marketing strategies to achieve maximum results.

The study used content analysis, comparative analysis, and expert evaluation. The content analysis allowed us to systematise and compare existing approaches to implementing AI in marketing communications, while the comparative analysis helped to identify the main advantages and risks of this technology. The expert evaluation method helped identify promising areas of development and the potential contribution of AI to the future of marketing communications.

The analysis confirmed that artificial intelligence significantly impacts customer experience and personalisation, particularly due to its ability to process large amounts of data and rapid automation. At the same time, integrating AI into marketing is associated with several challenges, such as protecting data privacy, complying with ethical standards, and increasing customer trust.

The rapid development of AI opens up great opportunities for innovative companies, but its practical implementation requires consideration of both technical and ethical aspects. Strategies focused on customer value and sustainable development, which take into account risks and create conditions for building long-term relationships with the audience, are recommended.