Review article
https://doi.org/10.47960/2712-0457.2.5.61
ARTIFICIAL INTELLIGENCE IN MARKETING AND PUBLIC RELATIONS OF BUSINESS ORGANIZATIONS
Damir Vasilj
orcid.org/0000-0001-9946-649X
; University of Mostar, Mostar, Bosnia and Herzegovina
Inja Stojkić
; University of Mostar, Mostar, Bosnia and Herzegovina
Nikica Bubalo
; University of Mostar, Mostar, Bosnia and Herzegovina
Abstract
Artificial intelligence is a concept that is frequently the focus of everyday life, and its application leads to changes in various areas of modern business. Today, artificial intelligence has proven to be significant in all social areas of the daily life of individuals and business organizations. The application of artificial intelligence results in the formation of a marketing strategy and a public relations strategy (English abbreviation PR - public relations) about the primary target group for business organizations such as customers or users, employees, suppliers, owners, etc. Using several data such as revenues, market share, brand value, liquidity, long-term customer value and probability of customer retention, artificial intelligence can provide results that we will apply in the creation of strategic plans related to public relations and marketing. Various artificial intelligence systems help analyze large amounts of data and help identify the most loyal customers, classify customers into groups, and plan an appropriate marketing and public relations strategy. This paper aims to show the contribution of artificial intelligence in the creation of strategic plans related to marketing and public relations of business organizations.
Keywords
artificial intelligence; marketing; public relations; strategy.
Hrčak ID:
317022
URI
Publication date:
30.12.2023.
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