FUTURE TRENDS OF ARTIFICIAL INTELLIGENCE IN MARKETING COMMUNICATION
Keywords:
Artificial Intelligence, Marketing Communication, Digital ConsumersAbstract
This academic article aims to analyze future trends in the application of Artificial Intelligence (AI) in marketing communication. The study is grounded in several theoretical frameworks, including the Technology Acceptance Model (TAM), the Diffusion of Innovation Theory (DOI), Integrated Marketing Communication (IMC), and concepts related to digital consumer behavior. The article highlights key emerging trends, such as personalized communication, content creation through Generative AI, conversational AI via chatbots, AI-powered virtual influencers, sentiment analysis, and AI-assisted strategic decision-making.
Furthermore, the article addresses several ethical challenges, including content transparency, consumer data privacy, algorithmic bias, and the accountability of brands for the consequences of AI usage. Real-world cases, such as legal actions against Meta and Google under the European Union’s General Data Protection Regulation (GDPR), are presented to illustrate these issues. The author argues that AI should not be viewed solely as a technological tool but rather as a co-communicator that must be ethically integrated into marketing systems aligned with societal values.
The core proposition of this article is the promotion of ethical AI-human collaboration in marketing communication. It emphasizes the need for future communication strategies to balance technological efficiency with trust and social responsibility—ensuring sustainability at both organizational and societal levels.
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