The role of artificial intelligence in marketing communications

Abstract

This thesis explores how artificial intelligence (AI) is transforming marketing communication practices in the digital age. As businesses seek more efficient data-driven methods to engage customers and optimize decision-making. AI technologies have emerged as powerful tools across marketing communications. The research aims to answer the central question: How is artificial intelligence transforming marketing strategies and practices? To support this inquiry, the study also examines key applications of AI in modern marketing, its influence on decision-making and strategic planning, its impact on traditional marketing roles, and how businesses measure the success of AI-driven initiatives.

The study is based on a qualitative review of recent academic literature, books, and industry articles. Findings highlight that AI is widely used in customer segmentation, personalization, content generation, and customer engagement, especially through tools like chatbots and virtual assistants. It also reveals that AI contributes significantly to faster and more accurate marketing decision by analysing vast datasets and predicting consumer behaviour. Furthermore, while AI automates many routine marketing tasks, it also reshapes workforce demands by emphasising new skillsets in data analysis and ethical technology use.

The study concludes that AI is not only enhancing marketing efficiency but also redefining the future of strategic marketing communication. However, it also introduces ethical, regulatory, and organizational challenges that businesses must address. The thesis offers practical recommendations for marketers and proposes directions for future research in consumer perception, emotional AI, and industry-specific adoption.