EFFECTIVENESS OF ARTIFICIAL INTELLIGENCE IN COMMUNICATION MANAGEMENT

Abstract

The aim of the paper is to point out the advantages and dangers of the increasing application of artificial intelligence in all areas, and especially in the field of communication management. The paper does not aim to dispute the application of artificial intelligence, because it is a necessary consequence of globalization, which brings a number of advantages. In the modern business environment, digital presence is one of the most important factors of success and business competition, for companies and individuals alike. An increasing number of users use the internet and digital platforms every day as a primary channel for information, communication, buying, selling, or simply for presenting themselves. In such a context, artificial intelligence (AI) is becoming an indispensable tool that is revolutionizing the approach to business processes, as it enables companies and individuals to not only reach their target audience faster, cheaper, and more efficiently, but also to establish deeper and higher-quality, permanent mutual interaction with them. Through the application of sophisticated algorithms and analysis of large amounts of data, AI enables content personalization, marketing process automation, and precise monitoring of the needs and preferences of consumers, clients, or service users. These capabilities have provided significant and far-reaching benefits in a short period of time in terms of increasing user engagement, optimizing costs, and improving the overall user experience. It can be concluded that the application of AI in life and business will increase, and that it will increasingly represent a strategic advantage in positioning in the global market, both through the development of personal and corporate brands, as well as through the need to leave a lasting impression on clients and manage their wishes and needs. Therefore, it is necessary, in parallel with the rapid development of artificial intelligence, to prevent it from endangering communication processes, especially at lower levels of communication, where the individuality, originality, and specificity of each local communication system are lost to global
processes and tendencies. A particular danger may arise in the area of integrated marketing communications (IMC), where there is already a danger of uniformity, monotony and globalization, or the loss of originality, uniqueness and personal attitude, which is what makes us - humans - different and which is the only protection against becoming robots, zombies or individuals without our own intelligence and its reflection on objective reality.