USING ARTIFICIAL INTELLIGENCE TOOLS IN ІNTEGRATED MARKETING COMMUNICATIONS COMPLEX OF ENTERPRISES

Abstract

The article explores the advantages and challenges of using artificial intelligence (AI) tools within the framework of integrated marketing communications (IMC) in enterprises. Based on the analysis of the evolution of integrated marketing communications, a definition of IMC in the context of digital transformation has been developed. According to the authors’ approach, the IMC framework of an enterprise is defined as a strategically coordinated system of interconnected tools, channels, and processes aimed at delivering an informational impact on the target audience to  promote products, services, or brands. This framework encompasses a wide range of communication activities – from traditional advertising to content placement on digital platforms – combined harmoniously to ensure consistent brand perception among consumers. Unlike fragmented approaches, the IMC complex is characterized by a synergistic methodology, adaptability to market conditions, and a focus on building long-term customer relationships. The article also systematizes both online and offline IMC tools and presents a conceptual model for incorporating AI into the IMC framework. Beyond the integration of traditional channels, enterprises must increasingly consider the opportunities presented by digital technologies – particularly artificial intelligence – as a source of competitive advantage. AI is becoming an essential tool, transforming the landscape of marketing communications. Within the integrated marketing communications system, the use of AI enables new possibilities for data analysis, message personalization, and process automation, allowing enterprises to achieve greater efficiency and precision in audience engagement. Among the challenges of using AI tools within the integrated marketing communications (IMC) framework, the high cost of initial implementation is emphasized. Moreover, ethical considerations must also be addressed, particularly the need to maintain a balance between innovation and user privacy. To fully harness the benefits of AI, enterprises must invest in staff training, develop transparent data policies, and integrate technology with human creativity. Such a hybrid approach ensures a balance between operational efficiency and emotional resonance with the audience, which lies at the core of successful IMC strategies. The authors provide recommendations for optimizing the use of AI in the IMC strategies of enterprises, taking into account current market conditions and technological trends.