The role of Artificial Intelligence in the transformation of marketing communications
The role of Artificial Intelligence in the transformation of marketing communications

Summary/Abstract: In the modern digital era, artificial intelligence (AI) is emerging as a major driver of innovation in various fields, including marketing. The development of AI technologies is transforming traditional marketing approaches by providing new opportunities for personalization, automation, and analysis of large volumes of data. This allows companies not only to optimize their campaigns, but also to create deeper connections with consumers, adapting to their needs and preferences in real time. Despite the significant advantages, integrating AI into marketing requires overcoming a number of challenges, including ethical issues, personal data protection, and the need for changes in organizational structures. This article examines the role of artificial intelligence in digital marketing, its key applications, and its potential to shape the future of the industry.

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