Author - Kareeshma GAYAPARSAD

The relationship between technology and marketing communications has grown increasingly complex. At the forefront of this evolution stands the rise of Artificial Intelligence (AI), offering transformative potentials and challenges for marketers globally. This study aimed to investigate the transformative influence of AI on marketing communications, focusing not only on the opportunities but also exploring potential challenges. Utilising a qualitative design and a descriptive literature review approach, the study explored three key themes: strategic digital transformation, customer experience enhancement, and ethical and privacy concerns. The manuscript recommends a strategic approach to AI integration for organisations, emphasising digital transformation informed by AI-driven insights. Furthermore, the study advocates for investments in AI technologies to enhance personalisation and automate processes, fostering deeper connections with consumers. Ethical considerations, including...