T h e I m p a c t o f A I o n I M C p e r f o r m a n c e o f e n t e r p r i s e s
DOI:
https://doi.org/10.48047/gcjdet41Keywords:
AI, marketing, budget optimization, content strategy, data security, brand recognition.Abstract
As digital business continues to expand, Integrated Marketing Communications (IMC) have
become crucial for building and maintaining customer relationships. This study aims to demonstrate how
artificial intelligence (AI), through tools such as chatbots, data analysis, and personalized content, is
transforming IMC. By leveraging both qualitative and quantitative research methods, including surveys,
expert interviews, and secondary data from various industries, this research provides a comprehensive
analysis of AI's impact on IMC withincompanies. The findings reveal that AI significantly enhances IMC
by improving customer interactions, reducing costs, and providing more accurate measurements of
campaign success. Specifically, AI-driven chatbots and personalized content have been shown to increase
customer engagementand satisfaction. Additionally, the automation of marketing processes and the use of
data analytics contribute to operational cost savings.
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