Artificial intelligence in the context of digital marketing communication

The development of digital transformation both in the European Union and in
Latvia is affected by a variety of regulations, laws, guidelines and programmes,
the objectives of which determine the use of contemporary digital technologies
(including artificial intelligence) and the development of digital skills for
enhancing the operational eciency and productivity of businesses. The goal
of the article is to identify the disadvantages and risks associated with the use
of AI in digital marketing communication. To complete the goal the use of
AI was brought up to date, covering both concepts and applications, as well
as advantages of using AI in digital marketing communication, because the
advantages are the causes of any disadvantages and potential risks. In order
to attain the goal, bibliometric analysis, monographic method and secondary
data analysis was used, as well as scientific literature was analyzed. As a
result, the following types of artificial intelligence were identified: machine
learning, computer vision, robotics, speech recognition and natural language
processing, as well as related technologies—cloud computing technologies and
augmented and virtual reality. The possibilities of using artificial intelligence and
integrating it into various digital marketing communication activities—search
engine marketing, digital advertising, e-mail marketing, social media marketing, public relations, sales promotion, personal selling, as well as review marketing and in neuromarketing—were explored. The use of artificial intelligence presents many advantages—financial savings, easier processing and analysis of high data volumes, time savings, applicability in different spheres, non-stop operation (immediate response), and personalized marketing strategies. However, a number of disadvantages were found, too, as there are potential risks associated with feasibility studies, technology compliance, privacy and data protection, cybersecurity, psychological information manipulation attacks, competence, structural labor availability, automation and technology, and outsourced service providers or third parties.