Promotion Tools in the Promotional Mix: Traditional, Modern and Artificial Intelligence-Based Approaches

Against the backdrop of Artificial Intelligence development and its application in the marketing policy of companies, a reassessment and update for specialized literature on promotion mix represents an opportune contribution. Therefore, the paper presents a literature review that highlights the transition from traditional promotion techniques to those in the online environment, with additions related to AI functions. The findings suggest that the core purpose of promotional tools remained unchanged, while the environment in which they operate has evolved through the incorporation of AI functionalities. Some of AI-based functionalities on online promotion tools are big data analysis, automatic campaign management, consumer experience personalization, chatbot interactions, content generation and SEO (search engine optimization) which makes them more effective. This information can be used by marketers, managers and organizations that want to improve their competitiveness in a rapidly and continuously evolving digital environment.