AI In the Creation of Marketing Communication Content

AI In the Creation of Marketing Communication Content

Michal Kubovics1

1 Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava

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Abstract - Artificial intelligence (AI) is fundamentally transforming marketing communications, enabling content personalization and increasing campaign effectiveness. This article analyzes the evolution of research topics in AI-driven content creation in marketing communications through a bibliometric analysis of data from the Web of Science Scientometric Database. The results reveal a significant increase in publications on this topic from 2022 onwards, with "artificial intelligence", "generative AI" and "ChatGPT" being the dominant key terms. The research also identified five main topic categories, with the most prominent being the area of General AI in Marketing Communication. A chi-square test of independence confirmed statistically significant differences in the prevalence rates of the research categories over the years, suggesting a dynamic evolution of the topic. In contrast, the hypothesis of cyclical research trends was not supported. The results highlight the growing academic interest in the use of AI in marketing communications and highlight the need for further research into its practical applications, ethical considerations and impact on consumer behaviour.

Key Words:   artificial intelligence, generative AI, marketing communications, ChatGPT, personalized content, bibliometric analysis.