Artificial intelligence and its impact on communication and digital marketing

Abstract

Artificial intelligence has continued to transform the world of digital marketing and communication with all its tools in surprising ways. This article seeks to explore the impact of Artificial Intelligence in these areas by highlighting its main applications, its greatest benefits and its challenges. In digital marketing, artificial intelligence enables more advanced audience segmentation and greater campaign automation, and strategy optimization based on data collected in real time. In communications, very popular tools such as ChatGPT and Google Gemini are part of the revolution in content creation that is not immune to risks. Privacy, transparency and the possible erosion of human creativity are points that require greater analysis and reflection. Based on recent studies and practical cases, this article aims to propose a balance between ethical responsibility and innovation, paying attention to the need for companies to adopt strategies that take advantage of the enormous potential of artificial intelligence without compromising ethics in its use and preserving consumer trust