The impact of AI development on the development of marketing communications

Abstract

Advertising has always been and remains an important part of companies’ operations. With the development of technology, its implementation and forms are constantly changing, allowing marketers to find new ways to influence consumers and promote products. One of these new forms, namely advertising created with the assistance of artificial intelligence, will be analyzed in the research. The research aims to assess the impact of technology on the development of marketing communications. The study applies ANNOVA techniques to achieve the paper’s aims. A general review of the possibilities of using artificial intelligence to improve the marketing campaign and modern developments in artificial intelligence technologies that can (or will) be implemented in the marketing industry was conducted. Many options for realizing all the benefits provided by the technology, aside from the possibility of increasing the efficiency of advertising and collecting user data, were highlighted. The results of the ANOVA modeling allowed confirming the hypothesis about the existence of a statistically significant difference in the perception of the advertising video created by artificial intelligence, as opposed to videos created exclusively by humans. Additionally, there was a statistically significant difference in the perception of the video created by artificial intelligence with regards to the gender factor. The authors briefly reviewed real-life cases of artificial intelligence technologies used by some large companies and showed their efficiency indicators. The authors also surveyed a group of people about their impressions of several commercials, one of which was written by artificial intelligence and the others not. The research brings new knowledge to modern marketing theory and allows for a fresh look at the current principles of advertising campaigns and further development of technologies in this area.

Opinion balance of news in the time of mistrust in media and democratic institutions

“…The role of AI in marketing activities was studied by Kumari (2021, as cited in Nesterenko & Olefirenko, 2023). The scientist provides an extensive list of possibilities for the application of this technology and justifies the benefits that can be achieved with the help of AI.…”

The potential of AI tools in formal education

“…Kumari notes that artificial intelligence is the future in this industry, and doing business and marketing without AI will become impossible. Rust (2020, as cited in Nesterenko &Olefirenko, 2023) also describe many opportunities for the use of AI in the formation of marketing strategies (segmentation, targeting, and positioning), research (data collection, market analysis, customer understanding), and campaigns (standardization, personalization, relationalization).…”

The Influence of Digital Technology on Marketing Strategy

“…Additionally, AI plays a critical role in improving advertising campaigns and enhancing the effectiveness of marketing communications (Nesterenko & Олефіренко, 2023). The integration of AI in marketing not only influences consumer value delivery but also affects marketing organization and management, demonstrating its extensive reach across all elements of the marketing mix (Jarek & Mazurek, 2019).…”