Akademik Veri Yönetim Sistemi
JOURNAL OF INDUSTRIAL POLICY AND TECHNOLOGY MANAGEMENT JIPAT, cilt.3, sa.1, ss.1-14, 2024 (Hakemli Dergi)
Abstract: An In the rapidly
evolving digital landscape, artificial intelligence (AI) is revolutionizing the
marketing domain, enabling businesses to deliver highly personalized and
engaging experiences tailored to individual customers. Traditional mass
marketing strategies have become inadequate in meeting the ever-changing
demands of modern consumers, who expect personalized content and interactions.
Generative AI, a cutting-edge subfield of AI, is at the forefront of this
transformation. With its ability to process and analyze vast amounts of data,
including text, visuals, and audio, generative AI can generate in-depth
insights into consumer preferences and behaviors. This powerful technology
empowers companies to create highly personalized content tailored to each
customer's unique profile, enabling the development of highly effective,
customer-centric campaigns. This study explores the integration of generative
AI into marketing communication strategies, examining how businesses can
leverage this innovative technology to strengthen customer relationships,
enhance brand value, and deliver truly personalized experiences. It delves into
the creation of customized content across various formats, such as text,
images, audio, and video, tailored to individual customer profiles and
interests. Additionally, the study investigates the use of chatbots, virtual
assistants, and real-time campaign optimization techniques enabled by AI,
facilitating seamless customer interactions and data-driven decision-making. By
examining the transformative impact of generative AI integration, this study
provides valuable insights into the future of marketing communication, where data-driven
personalization, real-time customer engagement, and adaptive strategies will be
crucial for businesses to gain a competitive edge in the digital marketplace.
Keywords: Generative Artificial Intelligence, Marketing
Communications, Personalized Marketing, Target Audience Analysis, Marketing
Automation
JEL
Classification: M31, O33