The Role of Artificial Intelligence in Integrated Marketing Communication: An Evaluation of ChatGPT

Abstract

Today, the use of Artificial Intelligence (AI) systems in various fields is increasing due to technological developments. In integrated marketing communications, the use of AI in particular stands out as an important advance. It has become an important tool for marketing communications, such as creating content, providing personalized services and optimizing marketing processes. This study is a compilation article that compiles and synthesizes existing studies on the effects of AI and ChatGPT, a widely used tool of AI, on four dimensions (inform, incent, persuade, remind) of integrated marketing communications. The study comprehensively presents the key findings collected from various sources. As a result of the study, AI applications and ChatGPT increase customer interaction, participation, satisfaction, attitude, and purchase intention in integrated marketing communication. It also offers businesses advantages such as new customers, increased sales and profits, lower costs, automation in business processes, increased efficiency and time savings. However, ethical aspects of AI such as data privacy, security and transparency pose obstacles to marketing communication and also require human intervention in some aspects of marketing communication. The study may be one of the first studies for future studies by shedding light on the in-depth understanding of the use of AI in marketing communications.