How brands are leveraging AI to enhance digital communication outcomes
DOI:
https://doi.org/10.34630/tth.v6i1.7286Keywords:
Artificial Intelligence, Communication Process Automation, Digital Communication, Predictive Analytics, Content Optimization, Ethics and TransparencyAbstract
Digital communication has undergone a very accelerated development in recent years, witnessing the introduction of Artificial Intelligence, a tool that in a short period has undergone a rapid evolution of its strategic role. This article examines three of the activities where Artificial Intelligence is most important within digital communication: data automation and processing, predictive analytics, and content optimization. It is considered that Artificial Intelligence functions as an opportunity to optimize results within the scope of digital communication; however, this success is only guaranteed if this tool in question is properly integrated into the communication processes of companies and if its use is ethical and transparent.
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