Using Artificial Intelligence (AI)-based technologies in marketing communication policy and consumer behavior analysis

Abstract

In today's dynamically evolving marketing environment, influenced by technological advancements, there's a growing need to adapt traditional approaches to new challenges, particularly those related to the development of Artificial Intelligence (AI). AI's application in marketing has already transformed routine processes, automating content generation, communications, and analytics. However, the comprehensive effectiveness of AI across all stages of the marketing process, from environmental analysis to strategic planning and communication tools, remains a pertinent question. This study aims to analyze current trends in AI-based technologies within enterprise marketing and their impact on various stages of strategic marketing planning and the marketing mix. The research is based on a systematic analysis of recent scientific publications by both national and international authors, focusing on the impact of AI on marketing and consumer behavior. We employed a comparative analysis method to examine existing AI solutions and their functionalities, aiming to identify their areas of application within the marketing mix. We found that AI technologies are already widely used by marketing practitioners, primarily in marketing research and communication policy. They demonstrate high efficiency in quickly analyzing large volumes of data, contributing to a deeper understanding of consumer behavior and preferences, and enabling the development of personalized offers. AI integration automates routine tasks, such as content generation and customer communication, freeing up human resources for more creative and strategic endeavors. However, despite significant progress, current AI technologies cannot fully replace the complex process of strategic marketing planning. This process still demands human cognitive analysis, intuition, and decision-making in uncertain conditions. Thus, AI systems in marketing remain auxiliary, and strategic planning continues to require direct human involvement to form holistic and adaptive solutions.