The impact of artificial intelligence in integrated marketing communications: A theoretical study

Abstract

These research papers aim to shed light on the phenomenon of the integrated marketing communications system and the tools and means of the promotional mix benefiting from computer science, automation, and artificial intelligence solutions. The latter, with its software, algorithms, and applications, possesses superior capabilities and awesome potential to customize messages and advertising channels, stimulate sales, and improve the performance of sales forces, enhancing public relations outcomes and other benefits of using electronic technologies on the efficiency of communication activities and the effectiveness of promotional efforts. The desktop survey revealed that integrated marketing communications supported by artificial intelligence achieve the goals of audience satisfaction and increased sales and profits. In the same context, contemporary organizations are in dire need of digital transformation to improve marketing and promotional decisions, in light of a cyber and computer environment that is expanding and growing irreversibly.