Artificial intelligence in marketing and public relations of business organizations

Reference: Public Relations

Vasilj D, Stojkić I, Bubalo N. Artificial intelligence in marketing and public relations of business organizations. South East Eur J Commun. 2023;5(2):61–69. doi:10.47960/2712-0457.2.5.61

Summary

This paper explores how artificial intelligence (AI) is reshaping both marketing and public relations (PR) in modern business. The authors argue that AI is more than just a technological tool, as it now plays a central role in strategy, data analysis, communication, and customer engagement.

In marketing, AI helps companies analyze large volumes of customer data, personalize content, improve customer segmentation, and automate key functions like pricing, customer service, and promotions. Chatbots, voice assistants, and smart segmentation are particularly powerful, enabling personalized marketing and predictive customer behavior modeling. AI-driven content, such as tailored ads, customized experiences, and real-time recommendations, boosts both engagement and loyalty.

In public relations, AI supports better targeting and messaging by analyzing public sentiment, social media trends, and feedback loops. It allows organizations to build and protect their e-reputation through real-time insights and automated communication tools. Virtual assistants and AI-backed platforms help manage customer relationships 24/7, while also reducing costs and improving strategic outreach. PR professionals can also use AI to predict crises and manage public perception more effectively.

The authors emphasize that AI enhances both efficiency and accuracy in communication while opening new possibilities for personalization and strategic alignment with stakeholders. However, they also highlight ethical concerns, especially around data privacy, transparency, and the need for human oversight in communication-driven roles.

The paper calls for organizations to embrace AI transformation thoughtfully by identifying which AI tools meet their needs, upskilling staff, setting clear goals, and continually measuring impact. It also recommends more global and sector-specific research to understand AI’s long-term effects on marketing and public relations.

AI in Marketing’s Take

This paper nails the dual power of..., we’re glad to see the authors connect AI not just to ads and automation, but to deeper functions like public trust, strategic messaging, and long-term customer value.