AI-Driven Integrated Marketing Communications (IMC): Exploring the Role of AI in Planning, Executing, and Evaluating IMC

Marketing activities increasingly rely on intelligenceand customer insights to design effective marketing mix plans. In today’ market, the dynamics are more complex and fast-moving than ever before. Consumers have access to vast amounts of information and engage with brands across multiple channels. This complexity requires that companies orchestrate their marketing communications efforts effectively to ensure a consistent and compelling brandmessage. Artificial intelligenceenhances the IMC capabilities by facilitating or reinforcing operations such as information acquisition, integration, analysis, and interpretation. This chapter aims to explore of AI's role in integrated marketing communications (IMC). First, it briefly examines the role of AI in marketing. Second, it analyzes how AI is currently integrated or could potentially be integrated into the three phases of the integrated marketing communication process (planning, implementation, and evaluation). Finally, the chapter addresses ethical considerations associated with the use of AI in marketing communications.