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All Journal JURNAL ILMIAH MANAJEMEN & BISNIS Jurnal Ilmu Komunikasi KUMPULAN JURNAL DOSEN UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA JURNAL AKUNTANSI DAN BISNIS : Jurnal Program Studi Akuntansi Otoritas : Jurnal Ilmu Pemerintahan Jurnal ASPIKOM Journal of Education, Humaniora and Social Sciences (JEHSS) KAIBON ABHINAYA : JURNAL PENGABDIAN MASYARAKAT Randwick International of Social Science Journal International Journal Reglement & Society (IJRS) Indonesian Journal of Education, Social Sciences and Research (IJESSR) Bima Abdi: Jurnal Pengabdian Masyarakat Proceeding International Seminar of Islamic Studies Jurnal Kesejahteraan Sosial, Komunikasi dan Administrasi Publik
Faustyna Faustyna
Universitas Muhammadiyah Sumatera Utara
Religion Arts Humanities Astronomy Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

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Strategic optimization of artificial intelligence for marketing communications in the creative industry Faustyna Faustyna
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 10, No 1 (2025): Jurnal ASPIKOM
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v10i1.1589

Abstract

Artificial intelligence (AI) has become an agent of change in marketing communication and in the creative industries. This study explores the growing role of AI in content personalization, marketing automation, and consumer data analysis. Beyond its various advantages, the application of AI can also be problematic, for instance, about data privacy and ethical concerns, as well as human-centered innovation, that influences creative thinking and practices across a range of domains. The objective of this paper is to explore how AI has influenced marketing communication strategies; to call attention to the most likely difficulties to be faced with its implementation in creative industries. From a qualitative approach, data were gathered from interviews with marketing professionals of innovative companies and by analyzing relevant documents. The findings demonstrate the potential for marketing AI based on automation, content customization, and real-time data analysis. However, the topics of data privacy, marrying technology with human creativity, and the necessity for a specific kind of training are still big hurdles. The findings indicate that firms need to integrate AI and creativity for constructing an efficient marketing strategy.
Co-Authors Herawati, Ivo Khairani, Leylia Kholilul Kholik Muhammad Rizki Irwan Puji Santoso Puji Santoso Rahmanita Ginting Rudianto Rudianto SITI HAJAR Siti Hajar