Technical Journal, Vol. 18 No. 4, 2024.
Preliminary communication
https://doi.org/10.31803/tg-20240708161118
Tools of Artificial Intelligence Technology as a Framework for Transformation Digital Marketing Communication
Ana Mulović Trgovac
; University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia
*
Antonija Mandić
; University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia
Biljana Marković
orcid.org/0000-0002-5306-1881
; University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia
* Corresponding author.
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.
Keywords
Artificial Intelligence; Digital Communication; Digital Marketing; PESO Model; Transformation
Hrčak ID:
321408
URI
Publication date:
5.12.2024.
Visits: 144 *