The Impact of Artificial Intelligence on Marketing Communication Strategies

Abstract

The article examines the impact of artificial intelligence on the transformation of marketing communication strategies. It analyzes the main areas of AI implementation, including personalization, customer interaction automation, intelligent analytics and algorithmic content generation. Structural changes in communication models and the strategic effects of machine learning technologies are identified. Particular attention is given to a practical Russian case of AI adoption. The study outlines the key risks and limitations that influence the effectiveness of AIbased marketing solutions.