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AI-Powered Communication: Strategic Framework for Technological Innovation, Brand Perception, and Sustainable Marketing
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Author(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, Chennai, India), Andrea Appolloni (University of Rome Tor Vergata, Rome, Italy)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, Chennai, India)
Copyright: 2025
Pages: 40
Source title:
Strategic Blueprints for AI-Driven Marketing in the Digital Era
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3373-3897-2.ch001
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Abstract
In the rapidly evolving digital marketing era, artificial intelligence (AI) is transforming communication strategies, offering unprecedented opportunities for brand-consumer interactions. Using Structural equation model this research investigates AI-powered communication strategies in digital brand interactions, exploring their impact on consumer perception and sustainable marketing practices. Contextual understanding emerges as a key predictor, emphasizing its critical role in consumer engagement. Psychological response mapping reveals that 62.4% of consumers experience positive emotional connections with AI-mediated brand communications. Ethical AI frameworks score high in data privacy (4.67), transparency (4.53), and emotional intelligence (4.39), challenging traditional assumptions about AI's limitations. The study underscores AI's role in fostering ethical, emotionally aware brand interactions with contextual intelligence. Finally, the authors propose a strategic framework to navigate the intersection of technology, communication, and human experience in the digital age.
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