Abstract

Advertising has always been and remains an important part of companies’ operations. With the development of technology, its implementation and forms are constantly changing, allowing marketers to find new ways to influence consumers and promote products. One of these new forms, namely advertising created with the assistance of artificial intelligence, will be analyzed in the research. The research aims to assess the impact of technology on the development of marketing communications. The study applies ANNOVA techniques to achieve the paper’s aims. A general review of the possibilities of using artificial intelligence to improve the marketing campaign and modern developments in artificial intelligence technologies that can (or will) be implemented in the marketing industry was conducted. Many options for realizing all the benefits provided by the technology, aside from the possibility of increasing the efficiency of advertising and collecting user data, were highlighted. The results of the ANOVA modeling allowed confirming the hypothesis about the existence of a statistically significant difference in the perception of the advertising video created by artificial intelligence, as opposed to videos created exclusively by humans. Additionally, there was a statistically significant difference in the perception of the video created by artificial intelligence with regards to the gender factor. The authors briefly reviewed real-life cases of artificial intelligence technologies used by some large companies and showed their efficiency indicators. The authors also surveyed a group of people about their impressions of several commercials, one of which was written by artificial intelligence and the others not. The research brings new knowledge to modern marketing theory and allows for a fresh look at the current principles of advertising campaigns and further development of technologies in this area.

Keywords: marketing communication, artificial intelligence, advertising, values, trends, the transformation of social values.

JEL Classification: I29, J24, O15, M30, M31.

Cite as: Nesterenko, V., & Olefirenko, O (2023). The impact of AI development on the development of marketing communications Marketing and Management of Innovations, 1, 169-181. https://doi.org/10.21272/mmi.2023.1-15

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Bockova, K., Skrabankova, J., & Hanak, M. (2021). Theory and Practice of Neuromarketing: Analyzing Human Behavior in Relation to Markets. Emerging Science Journal, 5 (1), 44-56. Retrieved from [Link]
2. Bruyn, A. D., Viswanathan, V., Beh, Y. S., Brock, J. K.-U., & Wangenheim, F. V. (2020). Artificial Intelligence and Marketing: Pitfalls and Opportunities. Journal of Interactive Marketing, 1, 91-105 [Google Scholar] [CrossRef]
3. Buch, I., & Thakkar, M. (2021). AI in Advertising. Retrieved from [Link]
4. Devang, V., China, S., Gunjan, T., & Krupa, R. (2019). Applications of Artificial Intelligence in Marketing. Annals of Dunarea de Jos University of Galati Fascicle I Economics and Applied Informatics, 25 (1), 28-36 [Google Scholar]
5. Emic, A., & Cabro, S. B. E. (2019). Artificial Intelligence and Neuromarketing. 2nd International Scientific Conference on Digital Economy Diec 2019, Book of Proceedings, 2, 1-13. Retrieved from [Link]
6. Fisher, R. A. (1966). The Design of Experiments. Eighth Edition. Oliver and Boyd, Edinburgh. [Link]
7. Haenlein, M., & Kaplan, A. (2019). A Brief History of Artificial Intelligence: On the Past, Present, and Future of Artificial Intelligence. California Management Review, 61 (4), 5-14. [Google Scholar]
8. Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks. [Google Scholar] [CrossRef]
9. Halytskyi, S. (2023). The owners of OpenAI (ChatGPT) estimate the business at $29 billion. In two years, the turnover will reach $1 billion. Retrieved from [Link]
10. Ho, J., Chan, W., Saharia, C., Whang, J., Gao, R., Gritsenko, A., … & Salimans, T. (2022). Imagen video: High definition video generation with diffusion models. arXiv preprint arXiv:2210.02303.[Google Scholar]
11. Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50. [Google Scholar]
12. IBM. (2021). 11 AI advertising examples you should know about. Retrieved from [Link]
13. Ibriham, M. (2018). Lexus launches ad scripted entirely using artificial intelligence. Retrieved from[Link]
14. Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: a perspective of a new emerging era. Frontiers in Psychology, 12, 6464. [Google Scholar]
15. Jogi, S., & Vashisth, K. K. (2021). Effect of Online Advertisement on Consumer Buying Behaviour-A Review. Conference: 2nd Yogananda International Conference- YICCISS, 1, 1-10. Retrieved from [Link]
16. Khrupovych, S. E., & Borisova, T. M. (2019). Use of Artificial Intelligence in Marketing Analysis of Unstructured Data. Marketing and Digital Technologies, 5 (1), 16-26. Retrieved from [Link]
17. Krenn, M., Pollice, R., Guo, S. Y., Aldeghi, M., Cervera-Lierta, A., Friederich, P., Gomes, G. D. P., HAse, F., Jinich, A., Nigam, A. K., Yao, Z., & Aspuru-Guzik, A. (2022). On scientific understanding with artificial intelligence. Nature Reviews Physics, 4, 761–769. Retrieved from [Link]
18. Kumari, P. (2021). Role of Artificial Intelligence (AI) in Marketing. Retrieved from [Link]
19. Kuzior, A., Sira, M., & Brozek, P. (2022). Using Blockchain and Artificial Intelligence in Energy Management as a Tool to Achieve Energy Efficiency. Virtual Economics, 5(3), 69–90. https://doi.org/10.34021/ve.2022.05.03(4)
20. Letunovska, N. E., Khomenko, L. M., & Lyulyov, O.V. (2021). Marketing in the digital environment: a manual. Sumy: Sumy State University, 259. Retrieved from [Link]
21. Letunovska, N. Y., Liulov, O. V., Pimonenko, T. V., & Aleksandrov, V. T. (2021). Environmental management and social marketing: A bibliometric analysis (Doctoral dissertation). [Google Scholar]
22. Lexus Official Website. (2022). Retrieved from [Link]
23. Lin, D. C. E., Germanidis, A., Valenzuela, C., Shi, Y., & Martelaro, N. (2021). Soundify: Matching sound effects to video. arXiv preprint arXiv:2112.09726. Retrieved from[Link]
24. Make-a-Video. (2022). Retrieved from [Link]
25. Marr, B. (2022). Artificial Intelligence Aand The Future Of Marketing. FORBES. Retrieved from [Link]
26. Meedway, R. (2018). Lexus Europe Creates World’s Most Intuitive Car Ad with IBM Watson. Retrieved from[Link]
27. Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48, 131–135. Retrieved from [Link]
28. Mouammine, Y., & Azdimousa, H. (2019). Using Neuromarketing and AI to collect and analyse consumer’s emotion: Literature review and perspectives. International Journal of Business and Economic Strategy, 12, 34-38. Retrieved from [Link]
29. Nurm, K-M (2019). The possibilities and potential risks of using artificial. Intelligence in marketing. Literature review. Retrieved from[Link]
30. Oliveira, D. M. D., & Luce, F. B. (2020). Is Marketing Department Important for Companies? Revista Pensamento Contemporaneo em Administracao, 14 (3), 120-131. Retrieved from [Link]
31. Rangaswamy, A., Moch, N., Felten, C., Bruggen, G. V., Wieringa, J. E., & Wirtz, J. (2020). The Role of Marketing in Digital Business Platforms. Journal of Interactive Marketing, 51, 72-90. Retrieved from [Link]
32. Rosokhata, A., Khomenko, L., Jasnikowski, A., & Dmytruk, K. (2021). Methodical Tools Research of Place Marketing Via Small and Medium Business Development. Modern Economics, 29(2021), 156-162. Retrieved from [Link]
33. Sama, R. (2019). Impact of Media Advertisements on Consumer Behaviour. Retrieved from [Link]
34. Shumilo, Y. M. (2022). Artificial Intelligence Tools for Managing the Behavior of Economic Agents in Marketing Activity. The journal of V. N. Karazin Kharkiv National University, 15, 60-66. [Google Scholar]
35. Singer, U., Polyak, A., Hayes, T., Yin, X., An, J., Zhang, S., Hu, Q., Yang, H., Ashual, O., Gafni, O., Parikh., D., Gupta , S., & Taigman, Y. (2022). Make-A-Video: Text-to-Video Generation without Text-Video Data. Retrieved from [Link]
36. Sola, H. M. (2013). Neuromarketing – Science and practice. Journal of Targeting, 1 (1), 25-34. Retrieved from [Link]
37. Storbacka, K., & Moser, T. (2020). The changing role of marketing: transformed propositions, processes and partnerships. AMS Review, 10 (3), 299–310. Retrieved from [Link]
38. Sydorov, A., & Petropavlovkaya, S. (2021). Ethics and Neuromarketing. Problems of Systematic Approach in Economy, 5 (85), 75-81. Retrieved from [Link]
39. Thaichon, P., Quach, S., & Ngo, L. V. (2022). Emerging Research Trends in Marketing: A Review of Australasian Marketing Journal. Retrieved from[Link]
40. Veckalne, R., & Tambovceva, T. (2022). The Role of Digital Transformation in Education in Promoting Sustainable Development. Virtual Economics, 5(4), 65–86. https://doi.org/10.34021/ve.2022.05.04(4)
41. Veiga, P. M., & Diogo, J. (2022). Consumer Behavior: A Literature Review of the Early Research on the COVID-19 Outbreak. International Journal of Marketing, Communication and New Media, (11). [Google Scholar] [CrossRef]
42. Vences, N. A., Diaz-Campo, J., & Rosales, D. F. G. (2020). Neuromarketing as an Emotional Connection Tool Between Organizations and Audiences in Social Networks. A Theoretical Review. Retrieved from[Link]
43. Xu, Y., Liu, X., Cao, X., Huang, C., Liu, E., Qian, S., … & Zhang, J. (2021). Artificial intelligence: A powerful paradigm for scientific research. The Innovation, 2(4), 100179. [Google Scholar] [CrossRef]
44. Yu, Y. (2021). The Role and Influence of Artificial Intelligence on Advertising Industry. Advances in Social Science, Education and Humanities Research, 631, 190-194. Retrieved from [Link]
45. Ziabina, Y., & Dzwigol-Barosz, M. (2022). A Country’s Green Brand and the Social Responsibility of Business. Virtual Economics, 5(3), 31–49. https://doi.org/10.34021/ve.2022.05.03(2)