MAPPING AI'S IMPACT ON MARCOM:A MULTIFACETED STRATEGIC FRAMEWORK THROUGH LITERATURE ANALYSIS

Abstract

The rapid evolution of artificial intelligence (AI) is fundamentally revolutionizing the landscape of marketing communications (MarCom). As digital technologies continue to advance, organizations face both unprecedented opportunities and complex challenges in integrating AI into their marketing strategies (Anantrasirichai & Bull, 2020). The contemporary marketing environment is characterized by increasing data volumes, accelerated consumer interactions, and a growing demand for hyper-personalized engagement. In this context, AI has emerged not merely as a technological enhancement but as a strategic imperative that redefines how brands engage with audiences, optimize
campaigns, and generate value (Baruno et al., 2025).

This research is motivated by the urgent requirement for a comprehensive and practical framework to facilitate the integration of artificial intelligence into marketing communications. Although the existing literature extensively discusses AI’s potential, a deficiency remains in systematic approaches that consider both the technical and human aspects of this integration. The study aims to synthesize current knowledge, identify key themes, and propose a strategic framework that aligns theoretical insights with practical implementation strategies for marketing professionals.