Tools of Artificial Intelligence Technology as a Framework for Transformation Digital Marketing Communication
Year: 2024
Type: article
Abstract: The article researches the transformative possibility of Artificial Intelligence (AI) technology tools in digital marketing communications. By leveraging machine learning, natural language processing, and data analytics capabilities, AI tools enable marketers to automate tasks, personalize content, optimize campaigns, and gain deeper insights into customer behaviour. The paper examines applications of AI in digital marketing, analyses the way of transforming digital communication by AI, compares it to the traditional PESO communications model, presents the utilization of AI tools within the PESO framework and their collaboration to enhance communications, and proposes a framework for successful implementation. The research question in this paper is: how do artificial intelligence tools transform communication in a digital marketing environment? The results provide valuable insights into how AI-based technology transforming digital marketing communications.
Source: Tehnički glasnik
Institution: University North
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403398641