USE OF ARTIFICIAL INTELLIGENCE IN MARKETING AND MANAGEMENT – THE USEFULNESS OF TOOLS AND APPLICATIONS FOR CONTENT CREATION

Abstract

In modern business, artificial intelligence (AI) is increasingly taking a significant place in marketing and management, especially through tools for automated content creation. This paper explores key AI tools and their applications, highlighting advantages such as improved efficiency, enhanced creativity, and content personalization.
The aim of this paper is to demonstrate the positive use of AI tools, while also emphasizing the importance of human involvement, creativity, and authenticity in the content creation process. Using AI without a personal touch results in an automated, robotic process; however, with proper use, it provides an easier path to achieving the creative outcomes we seek.
AI is a true partner and ally in text creation. One of the most important segments of marketing and management is high-quality and relevant textual content—from blogs, social media posts, and email campaigns to advertising slogans and product descriptions. These tools do not replace human creativity; rather, they serve as assistants that reduce the time needed for research and writing. They save time and resources, allowing the focus to remain on strategy and creative refinement of the final content.
Creating visuals within AI applications is also possible. In addition to text, visual content is essential for capturing the audience’s attention. Modern AI applications enable the generation of images, graphics, and even attractive visuals that support a campaign’s message, without the need to hire design teams.
Co-creating content thus becomes a multidisciplinary process in which AI helps synchronize the textual and visual components, ensuring brand consistency and aesthetic appeal.
Artificial intelligence is not a replacement for human creativity—it is its ally. In the context of content co-creation, AI enables brands to engage their consumers on a deeper level, respond more quickly to their needs, and jointly create content that is original, personalized, and authentic.
Artificial intelligence represents one of the key drivers of modern digital transformation in the fields of marketing and management. Analysis shows that the application of AI technologies significantly improves the quality of business decisions and increases team capacities, especially in segments that require speed, creativity, and adaptability. However, despite all the advantages, it is necessary to consider the challenges that AI brings — including ethical dilemmas, technical limitations, data security, and the risk of excessive automation. Therefore, the successful integration of AI tools should not be viewed solely through a technical or economic lens, but also through human, organizational, and societal dimensions. Human oversight, strategic planning, and continuous employee education are key factors that enable the responsible and sustainable use of AI technologies.
Companies that develop digital competencies, promote the ethical use of technology, and nurture creativity will be able to fully harness the potential of artificial intelligence in the service of development and innovation.