Akademik Veri Yönetim Sistemi
6.th Spring Conferences, İstanbul, Türkiye, 25 - 26 Mayıs 2024, ss.1-2
Abstract
Artificial intelligence (AI) is rapidly emerging in the field of marketing, ushering in a
transformative era for marketing communications. AI technologies offer a novel perspective,
empowering businesses to revolutionize traditional marketing methods and strategies.
Traditional mass marketing approaches struggle to meet the evolving needs of consumers,
lacking the capacity to deliver personalized messages tailored to individual preferences. The
integration of AI solutions into marketing communication is advancing at a breakneck pace,
becoming a crucial strategy for businesses to compete in the digital landscape. Consequently,
companies are increasingly investing in AI technologies.
Generative AI, a subfield of AI, excels at processing various data formats, including text,
visuals, and audio. By analyzing this data, it can generate deep insights into consumer
preferences and behaviors, crafting personalized content tailored to individual profiles. This
allows businesses to develop more engaging, efficient, and customer-centric campaigns.
This study examines the integration of this next-generation technology into marketing
communications, exploring the inevitable transformation it brings. It delves into how
businesses can leverage generative AI to strengthen customer relationships, enhance brand
value, and deliver personalized customer experiences. The study explores the creation of
enriched content tailored to customer profiles and interests, incorporating diverse formats
such as text, images, audio, and video. It also investigates the utilization of tools like chatbots
and virtual assistants to facilitate real-time customer interactions. Additionally, the
capabilities of generative AI to optimize marketing campaigns in real time, through methods
like A/B testing, are examined. By offering a historical perspective on the evolution of
generative AI integration, the study aims to provide insights into future trends and
possibilities.
Keywords: Generative Artificial Intelligence, Marketing Communications, Personalized
Marketing, Dynamic Content, Target Audience Analysis, Chatbots, Marketing Automation
Important Note: Please dont forget to send your presentation file (in .pdf or .ppt format)
before 24th of May, 2024. And send your abstract, presentations and any questions to
soz.iticu@gmail.com