Artificial intelligence (AI) is rapidly becoming a dominant force in the creation, personalisation, and dissemination of content in the fast-paced digital landscape of today. It's changing the way brands connect with their audiences. This review paper examines in detail how artificial intelligence serves as a creative ally in digital marketing. Some of the latest advances in technology are highlighted, such as generative models, natural language processing (NLP), machine learning, and tools for automatic content generation (NLG). Additionally, it explores how incorporating AI into marketing strategies can enhance personalised communication, speed up content creation, streamline the management of multichannel campaigns, and provide real-time analytics. This article addresses the challenges brought about by this technological change and draws attention to issues such as the lack of emotional depth in our communications, the dangers of creating clichéd or repetitive content, ethical issues related to data privacy, and possible negative impacts on brand identity. By examining in-depth case studies of prominent brands like Coca-Cola, Spotify, Heinz, and HOMFurniture, it uncovers how AI serves not only as a means of automation but also as a source of creative inspiration for marketing content. In conclusion, the paper emphasises that AI doesn't replace human creativity; it actually enhances it, opening doors to more efficient, scalable, and personalised communication with target audiences in the ever-evolving digital marketplace of the future.
Stefan Krsmanović (Wed,) studied this question.
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