Utilisation of Artificial Intelligence Technologies in Developing Marketing Communication Strategies

Abstract

Modern businesses must adapt to changing market conditions and growing consumer demands, so it is a priority to study the possibilities of using artificial intelligence to form marketing communication strategies. Artificial intelligence offers innovative approaches to optimising marketing processes, personalising interaction with the target audience, and increasing the overall effectiveness of marketing campaigns. Therefore, using artificial intelligence allows companies to improve consumer communication through predictive data, ensuring a competitive advantage and high customer satisfaction. The study aims to determine the current advantages and barriers to using artificial intelligence in developing marketing communication strategies and analyse consumers’ attitudes to the quality and feasibility of artificial intelligence technologies in their interactions with the company. The article uses several general scientific research methods, namely, analysis of literary sources, analysis of statistical data, and methods of systematisation and generalisation. It also contains a Sentiment Analysis conducted using the online tool TEXT2DATA based on the results of a survey of respondents (17 people) to determine the emotional tone on a scale from 1 to -1. The study found that respondents’ overall emotional tone was positive (Test 1 = 0.99; Test 2 = 1.0) with a high emotional intensity (Test 1 = 14.22; Test 2 = 12.16), indicating their positive perception of new technologies. However, there were also negative emphases related to ensuring the confidentiality of consumers’ data (-0.21) and the appropriateness of using artificial intelligence in direct interaction with consumers (-0.16). The development of marketing communication strategies using artificial intelligence allows personalising interaction, increasing conversion, automating routine operations, and generating predictive data on consumer behaviour. Despite possible inaccuracies in historical data, ethical and security issues, and other challenges, companies that use artificial intelligence to develop marketing communication strategies ensure long-term competitiveness and efficiency in customer interaction.