Organizations Use of AI for Strategic Marketing Communication Decisions.In relation to Customer Response.

Sammanfattning

Abstract The study examines how organizations use AI in strategic marketing communication, the role of strategic communication, AI in marketing communication, and how technology makes work easier for organizations. In human-AI collaboration, it has been noticed that this process also influences customers. The study also explains how the factors are interlinked and the benefits they offer to the organization. The research uses a qualitative approach, including semi-structured interviews with professionals working in organizations that use AI to support communication and marketing activities. The exploratory finding reveals that AI is deeply integrated into strategic decision-making, customer segmentation, predictive analytics, automation, and personalized communication. The findings indicate the advantages the organization gains through improved responsiveness, efficiency, effectiveness, and customer engagement. However, study have shown that humans play a vital role in the strategic decision-making process. The report explains that customers also rely on humans for emotions, empathy, and understanding of situations; here, they do not want to rely on AI automation. Respondents explain the relationship between organizations and customers well. In addition to these issues related to trust, transparency, and data quality, reliance on automation is also important. The results show that human-AI collaboration is vital to achieving the organization's decision-making goals. It is also learned that AI cannot replace humans; employees in an organization must be trained to derive the maximum benefits from AI. Ultimately, the analysis suggests that the future of marketing communication and strategic decision-making is not about AI replacing humans; instead, collaboration between humans and AI is highly recommended to achieve desired results. Human expertise is always required to learn and understand human thoughts and emotions.