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Using AI to Create Content Designed for Marketing
Communications
Peter Murár and Michal Kubovics
The Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia
peter.murar@ucm.sk
michal.kubovics@ucm.sk
Abstract: Innovation is a key success factor in every industry, including marketing communications. One of the most
significant innovations in marketing is use of artificial intelligence (AI). Without a doubt, it has tremendous potential to
become an essential content creation tool for marketing communications. In recent years, several AI-based tools have been
created that simplify the content creation process in various ways. We are witnessing an enormous increase in these services
and a significant increase in their quality. This qualifies them for use to a much greater extent than before. It is obvious that
these tools will become key tools for marketers and related professions in the near future. Experience from the past months
reveals that AI-based tools can significantly speed up content creation and increase its relevance by using optimal vocabulary,
stylistics, or - in the case of image generators - visuals. The presented work analyzes the current state of using AI in marketing
communication, through the possibilities and challenges related to it. The aim of this work is to provide a comprehensive
overview of the possibilities of using AI in the creation of content. AI can automate some tasks, such as data analysis and
information processing, freeing marketers to focus on other important tasks. The advantages of AI in the creation of
marketing communication content can be speed and relevance, personalisation but also objectivity. AI in the creation of
content may encounter a lack of creativity, lack of emotion and empathy. AI cannot fully understand the context in which
the content is to be used, which can lead to the creation of inappropriate or ineffective content. Different types of AI tools
usable in marketing communication. AI can assist in various stages of the content creation process, such as generating ideas,
creating a story, personalising content. AI can use target group data such as interests, purchasing behavior, demographic
information. This article discusses a contribution to research that uses qualitative and quantitative scientific methods to
analyse the use of artificial intelligence (AI) in marketing and marketing communications. It highlights the uses of AI in
marketing and identifies a list of selected AI tools that are considered advantageous in different areas of marketing. The
conclusions of this work should provide important guidance for further research and application of AI in marketing
communication, which could significantly contribute to the development of the entire mentioned field.
Keywords: AI, innovations, marketing communication, use of trends
1. Introduction
Success in any industry, especially in marketing communications, depends on innovation. The use of artificial
intelligence brings significant benefits and is one of the fastest growing trends in marketing (Nguyen et al., 2021).
It definitely has great potential to develop into an important tool for creating marketing communication
materials. Recently, several AI-based solutions have been developed that make the content creation process
more efficient in various ways (Peyravi et al., 2020). This is evidenced by the significant improvement in the
quality of these services and how much better they are now, which allows them to be used significantly more
than before. The point is that in the near future these technologies will be essential for marketers and other
similar professions. Futurologists around the world talk about other world scenarios in which artificial
intelligence appears (Yeğın, 2020).
1.1 Innovations in marketing communication
The importance of innovation in marketing communication results from the fact that consumers are constantly
exposed to new communication and advertising media (Arrigo et al., 2021). Brands can benefit from innovation
to capture customers' attention and stand out in a crowded market (Kollárová, D., Koliščáková, M., & Trnka, A.,
2023). New methods of communication can increase the interest and engagement of clients, improve their
experience and increase the conversion rate (Micheaux & Bosio, 2019; Krajčovič & Darázs, 2021). In addition,
innovation can increase the effectiveness of a marketing initiative and help businesses adapt to rapidly changing
consumer trends and preferences. Innovation in marketing communication is essential for a successful and
competitive brand in today's digital era when marketing rivalry is fierce.
1.2 AI in marketing communication
It is very important to develop and adapt content creation to changing trends in marketing communication.
Innovative marketing communications can improve customer experience and increase engagement levels.
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Peter Murár and Michal Kubovics
Artificial intelligence and personalised content can increase conversion rates and the effectiveness of marketing
initiatives. The mentioned details were already explored at the beginning of the potentially accelerating pace of
development of artificial intelligence (Kumar et al., 2019). Customers can interact with companies about goods
in a fun and engaging environment using virtual and augmented reality, which can increase attention and
engagement. In a crowded market, creative ads can stand out and grab customers' attention. For companies
that want to successfully communicate with their consumers and increase their competitiveness, innovation in
marketing communication is crucial (Piatrov & Jurišová, 2022). The authors conducted a quantitative national
study in 2020 with 2,689 European experts, from which it emerged that the understanding was still significantly
limited before the mass expansion, but above all, organisations were struggling with different levels of
competence with unclear responsibilities, and thus the opinion emerged about the need to educate managers
and teams about the possibilities of technology (Zerfass et al., 2020). On the other hand, education is already
underway, but it has limits in the form of a limited overview of the use and definition of the current basic
predisposition and potential of artificial intelligence tools (Elhajjar et al., 2021). From the point of view of the
possibilities of use, an important element from the point of view of education is missing in the research, and
that is the choice of the right tool from the point of view of important marketing criteria aimed at the activities
of marketers. It is also important to assess the price, which can be reflected in the decision that will affect
whether the given company will use the given tool. The facts just mentioned became the basis for further
research and expansion of the knowledge base on the mentioned topic. Jarek and Mazurek point out that AI will
be applied in all areas of the marketing mix (the so-called 4P). The system is described in more detail in Table 1.
Table 1: Areas of the impact of AI on marketing mix
Product
Price
Promotion (Brand)
Place (Sales & distribution)
New product development
Hyper personalisation
Automatic recommendations
Creating additional value
Additional solutions beyond
product category
Price management and
dynamic price matching to
customer profile
Creating a unique experience
Personalised communication
Creating the wow factor and
offering benefits
Elimination of the process of
learning product categories
Positive impact on the
customer
Minimised disappointment
Convenient shopping
The faster and simpler sales
process
24/7 customer service (chatbot)
Purchase automation
Service
-free shops
Consultant
-less customer
support
New distribution channels
Merchandising automation
1.3 AI tools and their advantages and disadvantages
The use of artificial intelligence (AI) tools is becoming increasingly common in the field of marketing (Haleem et
al., 2022). These tools can help brands improve the effectiveness of their campaigns, enhance the customer
experience, and improve data analytics. In this article, we will look at some of the main advantages and
disadvantages of using AI tools in marketing (The Pros and Cons of Ai in Marketing, 2023).
Table 2: Advantages and disadvantages of artificial intelligence
Advantages
Disadvantages
Improved personalisation
High expenses
Improved management of advertising campaigns
Need for specialised skills
Improved data analysis
Risk of wrong decisions
Improved customer experience
Dependence on data
The table clearly shows that AI tools have many benefits, such as improved personalisation and customer
experience, improved management of advertising campaigns and data analysis. However, there are also
disadvantages, such as high costs, the need for specialised skills and the risk of wrong decisions. From the point
of view of high costs, it is a complex development of artificial intelligence. Dependence on data is another
drawback that can prevent organisations from using AI tools. Despite this, the sources indicated that the use of
AI tools in marketing will continue to increase in the future.
1.4 Approaches to AI typology in marketing practice
There are many approaches to categorising AI tools, one of which can be based on the areas that dominate
digital marketing today. The widely applicable use in marketing was defined by the authors, especially in the
creation of content material (Stone et al., 2020). In this context, the authors present an apt typology of digital
tools and platforms, which includes Search engine marketing, Email marketing, Social media marketing, Content
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Peter Murár and Michal Kubovics
marketing and Display advertising (Peter & Dalla Vecchia, 2021). This approach enables a view of AI tools from
the point of view of their application in individual areas, where, for example, tools for creating PPC ads can be
applied in Search engine marketing and tools for writing articles in Content marketing. However, most of these
tools can be used in different fields, as the output of the text generators can be an article outline, an article, a
PPC ad or a Facebook post. Similarly, AI generated images can be used in Content marketing as well as in Social
media marketing. However, from this point of view, this typology appears to be limited for our needs. The
approach defined by the authors based on their analysis and which divides AI for marketing into the categories
Text processing technologies, Voice processing technologies, Decision-making, Image recognition and
processing technology and Autonomous robots and vehicles (Jarek & Mazurek, 2019) appears to be much more
practical. . However, due to the rapid increase in the number of available tools after 2021, we decided to
approach the problem from a different side - we focus on the activities that marketers perform on a daily basis,
and summarised them in the following points:
1. Creating a communication mix
2. Creation of personas
3. Creation and management of PPC campaigns
4. PR copywriting
5. SEO
6. Blogging
7. Copywriting
8. Social media management
9. Email marketing
10. Creation of presentations
11. Market research and analysis
12. Communication with customers
The aim of the paper is to examine the current state of the use of artificial intelligence in the areas of marketing
communication, based on theoretical principles and analysis of the possibilities of the digital environment of
artificial intelligence tools. The goal includes identifying specific functional tools, defining their application in the
strategies of marketing communication creation processes, and experimentally substantiating the functionality
of said tools. Based on the theoretical starting points and the research topic, the following research questions
and hypotheses were established, which relate to the use of artificial intelligence in the creation of marketing
communication.
Research topic:
Use of artificial intelligence in marketing communication.
Research questions:
RQ1: What marketing directions and activities offer the use of artificial intelligence?
RQ2: What concrete tools of artificial intelligence can we use in marketing activities?
RQ3: Are artificial intelligence tools affordable for companies?
Hypotheses:
H1: We assume that tools for text-oriented tasks will be more numerous than narrowly represented specialised
tools.
H2: Assumption that tools for creating content for social media are covered better than for strategic concepts.
H3: We assume that there will be a greater number of tools that are cheaper than more expensive tools.
2. Methodology
The research that is contained and specified in more detail in the contribution includes qualitative and
quantitative scientific procedures. Qualitative methods are included within the framework of the theoretical
starting points, where analysis, synthesis, induction, deduction and comparison are specifically included. In the
aforementioned part of qualitative design, the focus is primarily on the analysis of texts from leading scientists
and practitioners. Keywords that are an important element when searching for the mentioned materials are
specifically "artificial intelligence", "use of artificial intelligence in marketing", "artificial intelligence in
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marketing" and "artificial intelligence in marketing communication". Scientific contributions come primarily
from scientific journals that are rated with a high quality mark. They also come from conference proceedings,
literary and online sources. The verification of the hypotheses and the definition of the results of the research
questions took place through the following work procedures and scientific methods. The analysis of the digital
environment with artificial intelligence is carried out thanks to a systematic analysis, where individual keywords
were gradually searched for in the Google search engine in the form of determining what artificial intelligence
should be used for, the criteria themselves were defined on the basis of the theoretical starting points of the
areas in which the creation of creative communication is used output with regard to the marketers' workload.
Subsequently, suitable artificial intelligence tools were selected and a test was carried out, which artificial
intelligence contains which functions from the previous definition.
Table 3: Selected assessment tools:
AdCreative
Jasper.ai
Alli AI
Mails.ai
Automizy
MidJourney
AutoSlide
Momentive
Beautiful.ai
NDigital
Copy.ai
RankiQ
Delve.ai
Rytr
Excelbot.io
SEM Rush
Excel Formula Bot
Shutterstock AI
Frase
SlidesAI
HypeWrite Email Responder
Surfer SEO
Chatbase
VidlQ AI Coach
ChatGPT
WriteSonic
As a result, we define the currently most advantageous or the most relevant artificial intelligence tools that
contain the widest possible number of functions and are thus broad-spectrum tools.
3. The results
The following table contains several typical examples that resulted from the extraction of theoretical starting
points and subsequent analysis. The table contains categories of marketing directions, activities and tools of
artificial intelligence and thus clarifies the first research question. It is precisely thanks to the use of artificial
intelligence that the given tasks can be performed potentially more effectively and the implementation of
marketing tasks is faster and more trouble-free. In the same way, the tools that resulted from the analysis of the
offer of the digital environment are also assigned to the activities.
Table 4: Areas and activities and tools for the use of artificial intelligence
Marketing direction
Activity
Tool
Creating a communication mix
● Coming up with topics
● Searching for new approaches to the
needs of the
target group
● Scheduling posts for individual platforms
NDigital
Jasper
Copy AI
Creation of personas
● Describing the characteristics of the
target group
Delve.ai
Profilepicture.ai
Creation and management of PPC
campaigns
● Creation of advertisement headlines
● Creating the body of advertisements
● Creation of banners
AdCreative
Copy AI
WriteSonic
NDigital
PR copywriting
● Creation of subtitles
● Writing PR articles
● Writing press releases
● Coming up with CTAs
● Creating summary materials for the
media
WriteSonic
NDigital
Jasper.ai
ChatGPT
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Marketing direction
Activity
Tool
SEO
● Optimising the content structure of
individual pages
● Creating content according to the
created structure
● Writing HTML labels
● Inserting keywords into the text
● Creating internal and external links in
published content
SEM Rush
Frase
Alli AI
Surfer SEO
WriteSonic
NDigital
Rytr
Blogging
● Creating an article outline
● Creating subtitles
● Writing an article
● Finding suitable images
Rytr
WriteSonic
RankIQ
Copywriting
● Creation of subtitles
● Writing texts for the required material
according to AIDA, BAB, PAS, etc.
● Finding product benefits
● Coming up with CTAs
● Unifying the tone
-of-
voice of different
texts
● Writing product descriptions of products
for the e
-shop
● Inventing product names
● Brainstorming ideas for YouTube videos
● Preparation of materials for creating
videos and podcasts
WriteSonic
NDigital
Jasper.ai
ChatGPT
VidlQ AI Coach
Synthesia
Descript
Fliki
Social media management
● Writing posts
● Inventing hashtags
● Finding suitable images
● Creating captions for YouTube videos
WriteSonic
Rytr
NDigital
Adcreative
Copy.ai
ChatGPT
Shutterstock AI
MidJourney
Email marketing
● Content creation
● Coming up with CTAs
Mails.ai
Automizy
Creation of presentations
● Proposal of the outline of the
presentation
● Transformation of continuous text into
bullet points
● Finding suitable images
SlidesAI
AutoSlide
Beautiful.ai
MidJourney
PhotoSonic (súčasť WriteSonic
ChatGPT)
Market research and analysis
● Summarisation of statistical data
●
Verbal interpretation of statistical data
Summary of KPIs
Crawl AI
Momentive
Remesh
SEM Rush
Excel Formula Bot
Communication with customers
● Responding to messages on social
media
● Responding to customer reviews
● Answering emails from customers and
the public
Chatbase
ChatSonic (súčasť WriteSonic)
HypeWrite Email Responder
Ellie
We obtained the answer to the first research question thanks to the analysis, which is specified in more detail
in the previous table. A closer look at the table brings with it the introduction of various marketing directions
and activities that can be oriented towards the creation of content with the help of artificial intelligence. The
table deals with a wide range of artificial intelligence tools, which include the solution of various marketing tasks,
especially when creating content in the areas of social media, email marketing, creating presentations,
communicating with customers, market research and analysis, SEO, blogging and copywriting. The starting point
for creating a list of applications was a detailed breakdown of marketers' workload, the results of which are
captured in Table 1. Based on this analysis, we assigned appropriate tools to each area. We were based both on
our own experience and on the other hand from a meta-analysis of approximately 14 professional articles, which
aimed to draw attention to the most promising AI tools for marketers. All articles were from the years 2019 -
2023. When creating a list of areas of work content, we tried to focus on activities that the marketing
departments of companies usually provide on their own. This is the reason why the list of activities does not
include partial SEO activities (link building, keyword research, ...), creating product videos and some other
activities that are very often provided by external agencies or freelancers. Therefore, popular tools such as
Descript or Synthesia, etc., did not make it to the list. It should also be noted that the development of various AI
tools has accelerated sharply in recent months. The speed of the emergence of new AI tools is indicated by the
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Google trends graph (Illustration 1), on which a significant increase in the number of searches for the names of
selected AI tools can be observed. For this reason, we had to significantly reduce the tools for our survey. That's
why we've listed only two of the entire AI image generation tool industry - MidJourney, as a leader in the field,
and ShutterStock AI, as a representative of a classic photo bank that understands that image generation can
significantly change the stock image market that has been working decades. Of course, this does not exclude the
fact that some tested tools (e.g. WriteSonic) do not use the algorithms of one of the image-oriented AI tools
such as MidJourney, Dall-E, etc.) directly in their interface. Hypothesis H1 assumes that tools that are intended
for solving text-oriented tasks will be represented in greater numbers than tools that are narrowly specialised
in a specific field. We confirm the hypothesis; the majority of tools are intended for processing text-oriented
tasks.
Figure 1: Searching for keywords in Google
Chat GPT as a reference point
As the first very important finding, it appears that Chat GPT forms the basis of many tools, which is why it has
been ranked in the first ranks in terms of analysis and evaluation since the beginning of the research. On the
other hand, other tools offer significant added value in the form of templates, wizards, some special functions
that the marketer would have to access through very complicated prompts.
3.1.1 Quantity (competitiveness)
While compiling the list of test tools, we found that the coverage of individual areas is not uniform. It can be
clearly observed that for certain areas of the field there is a very large number of similar tools, while in others
AI tools are not yet developing much, or Ai works in them in a less visible way. The most numerous is a group of
tools focused on copywriting and social media. We compared 5 different tools for these activities, while we did
not include many others in the selection. On the other hand, tools e.g. for the creation of presentations or the
creation of personas are represented in much smaller numbers.
Specialised vs. broad-based tools
Depending on the degree of specialisation, artificial intelligence tools can be divided into two categories - tools
with a wide range of functions and tools narrowly specialised in one area. Typical representatives of broadly
focused tools are text generators such as WriteSonic or Copy.ai. These generators often use Chat GPT algorithms,
to which they add a graphical superstructure and specialised templates. With a certain degree of simplification,
it can be said that what these tools can do, Chat GPT can do - and that's why it received the highest rating. But
what makes these tools interesting is the added value they provide to the user. Producing specialised text output
with AI at a certain level of quality requires 1) deep subject matter knowledge and 2) advanced knowledge of
prompt engineering. The term prompt engineering is the name given to the field that is devoted to formulating
instructions to artificial intelligence in order to perform the required task as best as possible. In simple terms,
the AI user is expected to be able to set very strict rules according to which the AI should generate the desired
output. Broadly targeted text generators benefit from the fact that a large group of marketing outputs are
different types of text. Posts on Facebook, Google ads in search, SMS or the outline of an article - these are all
texts that can only be generated by one advanced text model, such as e.g. GPT chat. In contrast, specialised tools
often use their own UI, which places higher demands on program development. So it stands to reason that
specialised tools will be fewer, slower to add, and more expensive than broadly focused text-based AI tools.
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Overall, the use of AI tools brings benefits and opportunities to automate processes and increase efficiency in
marketing and communication.
The second research question was responsible for the process where, based on Table 1, we created criteria for
evaluating individual tools, whenever a tool was able to perform a given activity, which is derived from marketing
activities; it was assigned a point in the table. As a result, the points were added up and a summary of points
was created at the end. The maximum total rating was 54.
Figure 2: Feature range comparison
As a result, the number of points was the highest for the Chat GPT tool, which is the basis of many services and
was thus excluded from the evaluation and included among the research propositions as mentioned above. The
first is the WriterSonic tool with a score of 29, followed by NDigital with a score of 28, immediately followed by
the copy.ai tool with a score of 27. The main difference is copywriting and PR copywriting, in which the
WriterSonic and NDigital tools offer specialised extensions, which are intended for the mentioned type of
marketing activity. It is important to note that the score achieved in the comparison table does not imply the
quality or poor quality of the tool, but only indicates where the tool is located on the imaginary axis broad-
focused - specialised. Most of the narrowly specialised tools offer very high quality in the area they are dedicated
to, e.g. in data analysis. Hypothesis H2 assumes that tools for creating content for social media will be more
numerous than tools for creating strategic concepts. We confirm the hypothesis even though the quantity is
proportionally more balanced and within the framework of the tools, emphasis is placed on copywriting and PR
copywriting in most tools. Our research suggests that in the near future, marketing practice will combine some
of the broadly focused text-based tools with a few narrowly specialised tools. It should also be noted that the
list of activities, as well as the list of functions of the compared tools in the table, is not exhaustive. Many
specialised tools have additional functions, which, however, we had to exclude from the comparison to maintain
clarity.
Figure 3: Price comparison ($/month) of individual tools
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The third research question was analysed by looking at the prices of artificial intelligence tools per month. In
terms of price, individual tools range from $2 (AutoSlide) to $249 (Alli AI). It is important to note that the price
is not comparable with the use of tools, or with the functions that the tools can. On the one hand, the analysis
found that specialised tools that have fewer functions but focus on a specific task are more expensive than
general tools that are broad-spectrum. Hypothesis H3 assumes that cheaper tools will be represented to a
greater extent than more expensive tools. We confirm the hypothesis; there are a larger number of cheaper
tools. For this reason, it is important to note that the introduction of tools has a potential future, as education
in this area is currently increasing, and organisations thus have the possibility of higher efficiency and processing
of individual marketing outputs.
4. Discussion and conclusion
As other studies indicate, the potential of using artificial intelligence as an innovation is very high (Vlačić et al.,
2021). In the framework of the previous study, the authors outlined the need to study and record the process
of change over time. It is for this reason that the study of current possibilities and specific tools is very important
to record and continue to record in the future (Malthouse & Copulsky, 2023). We are thus at the beginning of
longitudinal research and capture in time. Currently, the tools of artificial intelligence in connection with the
creation of marketing communications are at a high pace, and innovations come at regular intervals. On the one
hand, we can look at artificial intelligence from the point of view of its output and interpretation, or the
perception of consumers or users when creating marketing communication. As defined by Chan, Chan-Olmsted,
Kim and Sanabria, at the time of the study, the perception of artificial intelligence was very limited, and it has
improved and continues to improve as stated in the study (Chen et al., 2022). The available researched studies
do not indicate a similar focus; therefore the contribution is unique in its focus and considerable help in both
practical and theoretical terms. The presented contribution focuses on the use of artificial intelligence in
marketing communication with regard to the process of creating outputs. Specifically, these are areas of
marketing communication in which artificial intelligence tools can be applied, such as in social media, e-mail
marketing, copywriting and other areas. The activities of marketers when working in these branches of
marketing communication and functional tools from the point of view of artificial intelligence are also identified.
The conclusion of the first research question, what marketing directions and activities offer, the uses of artificial
intelligence are specific directions in marketing communication. The results point specifically to directions such
as creating a communication mix, creating personas, creating and managing PPC campaigns, PR, SEO, blogging,
copywriting, social media management, email marketing, creating presentations, market research and analysis,
communication with customers. The conclusion of the second research question, what specific artificial
intelligence tools we can use in marketing activities, were collected tools such as NDigital, Jasper, Copy AI,
Delve.ai, Profilepicture.ai, AdCreative, WriteSonic, SEM Rush, Frase, Alli AI, Surfer SEO, Rytr, RankIQ,
Shutterstock AI, MidJourney, Mails.ai, Automizy, SlidesAI, AutoSlide, Beautiful.ai, PhotoSonic, Crawl AI,
Momentive, Remesh, Excel Formula Bot, Chatbase, HypeWrite Email Responder, Ellie. The conclusion of the
third research question, whether artificial intelligence tools are affordable for companies, is a positive finding.
Availability for businesses from findings ranging from $2 (e.g. AutoSlide) to $249 (e.g. Alli AI) per month, it is
clear that companies will be able to afford any of the tools that meet either financial or tool-specific criteria. The
conclusion confirms the importance of using artificial intelligence tools such as increasing work efficiency. In the
article, the ranking of artificial intelligence tools is also arranged according to the individual options that are
available for each tool. As interpreted in the answer to the first research question, there are many possibilities
for marketing directions, activities and tools. The limit of research and at the same time reflection for companies
is precisely the orientation towards the optimisation of artificial intelligence for marketers in the form of
extensions for the individual activities they perform. Currently, companies should consider the need for tools
that best suit the goals and budget for a given marketing activity. At the same time, it is clear from the results
that broad-spectrum focused artificial intelligences within the representation of marketers' activities are more
advantageous in terms of price and performance of the given tool. Another limitation may be insufficient analysis
of the possible negative consequences of using AI in marketing. One possibility is the potential for personal data
breaches and ethical issues associated with consumer manipulation and the ever-changing AI market. Our
investigation revealed other questions that would need to be clarified in further investigation. Further research
can be focused on the possibilities of effective integration into marketing strategies and organisational
structures. It would also be worth investigating the negative consequences and how to minimise them, as well
as ethical issues of the use of artificial intelligence, trust and acceptance of information from the point of view
of consumers, the specifics of segmentation, personalisation and impacts or impacts on society.
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Acknowledgement
The research was supported by the Scientific Grant Agency of the Ministry of Education, Science, Research and
Sport of the Slovak Republic and the Slovak Academy of Sciences (VEGA, No. 1/0458/21) under the project
entitled “Management of the “groundswell” concept by business entities in promotion of environmentally-
friendly products in times of technology interference”.
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