Integrating Artificial Intelligence in Marketing Communication: Strategic Considerations and Consumer Trust in Swedish E-commerce.

Sammanfattning

Artificial intelligence in marketing communication is an increasingly important theme in contemporary business and entrepreneurial research. The purpose of this study is to investigate how Swedish e-commerce businesses make strategic decisions regarding the integration of artificial intelligence in their marketing communication, with a particular focus on maintaining consumer trust. The study is based on the relationship marketing theory, particularly the commitment-trust theory and a qualitative methodology was followed through semi-structured interviews with marketing professionals from Swedish e-commerce firms. The findings show that artificial intelligence is primarily used as a supportive tool rather than a replacement for human involvement. Strategic decisions regarding AI integration are influenced by a combination of efficiency, consumer value, brand authenticity and risk considerations. Furthermore, the results indicate that consumer trust functions as a precondition for AI implementation, where firms prioritize maintaining trust over maximizing efficiency. Key practices in maintaining trust include human oversight, selective transparency and responsible data management. Organizations can use these findings to better understand how to balance the opportunities of artificial intelligence with the need to preserve consumer trust. The study highlights the importance of aligning AI implementation with brand identity, consumer expectations and ethical considerations, suggesting that a cautious and strategic approach is essential for successful integration.