The impact of artificial intelligence on marketing communications: New business opportunities and challenges

Abstract

The purpose of this study was to analyse the impact of the integration of artificial intelligence (AI) technologies on modern approaches to marketing communications, with an emphasis on identifying new opportunities for optimising business processes. A wide range of technologies have been explored to automate, optimise, and personalise marketing processes, enabling companies to interact more effectively with customers and improve the results of their marketing campaigns. Technologies such as machine learning and natural language processing have been examined, which contribute to the analysis of large amounts of data, the formation of forecasts and recommendations, and the automation of content creation and advertising campaign management. In particular, AI allows personalising communication with customers, which increases the effectiveness of marketing campaigns and ensures maximum efficiency of advertising costs. The study provides examples of successful implementation of AI in the marketing strategies of companies such as Netflix, Amazon, Sephora, Coca-Cola, and Google Ads, which allowed them to substantially increase the level of customer loyalty, reduce the cost of storing goods and optimise advertising budgets. The main limitations and risks of using AI are analysed, such as the high cost of implementation, the possibility of algorithm bias, and data privacy issues. Rozetka has developed an AI marketing strategy that includes analysis of current processes, selection of tools and technologies, integration of AI into content personalisation and advertising campaign management, automation of advertising budget management, demand forecasting, and inventory management. Expected economic effects include increased conversions, reduced advertising costs, an increase in the average receipt, and increased company profitability. Thus, AI becomes a key tool for transforming marketing strategies, providing companies with competitive advantages and the ability to quickly respond to changes in consumer behaviour and market conditions.