Transition, Vol. 26 No. 53, 2025.
Review article
ROLE AND APPLICATONS OF ARTIFICIAL INTELLIGENCE IN MARKETING WITH A SPECIAL FOCUS ON MARKETING COMMUNICATION
Zijad Lugavić
*
Eldina Čustović
Azra Sejranić
Adnan Lugavić
* Corresponding author.
Abstract
Study investigates the role of the transformational impact of artificial intelligence on marketing
with a special aspect on the field of marketing communication. Artificial intelligence has a huge
impact and potential in the field of marketing. It helps to disseminate information and data
sources, improve the capabilities of data management software, and design complex and
advanced algorithms. Artificial intelligence is changing the way brands and users interact with
each other. For this research, relevant articles on artificial intelligence in marketing were
identified from Scopus, Google scholar, ResearchGate and other platforms. The study examines
specific applications of artificial intelligence in different marketing segments and their
transformations for marketing sectors. Finally, key applications of artificial intelligence for
marketing are identified and analyzed. The study also deals with research on the application of
artificial intelligence in content creation, customer service, social networks, influencer marketing
and predictive analytics. The results reveal a paradigm shift in the analysis of customer
engagement and behavior, highlighting the role of artificial intelligence in providing rich insights
and facilitating real-time interactions. Personalized marketing has evolved with artificial
intelligence that today creates customized messages significantly increasing the relevance of
communication. Ultimately, the study concludes with implications for businesses, advocating the
strategic integration of artificial intelligence for sustainable growth, emphasizing the necessity
for future research to stay abreast of emerging innovations in the field of artificial intelligence.
This research serves as a roadmap, which can guide companies to successfully navigate the
evolving view of marketing communications in the digital era.
Keywords
artificial intelligence; marketing; communication; social networks; digital era
Hrčak ID:
336265
URI
Publication date:
6.10.2025.
Visits: 777 *