Study on Marketing Transformation through the Adoption of Artificial Intelligence in Communication Sustainability: A Case Study on e-Commerce TikTok Shop

Suci Awwalya Mahardini (LSPR Institute of Communication and Business, Jakarta, 10220)
Yosephin Sandy Cristy (LSPR Institute of Communication and Business, Jakarta, 10220)

Electronic Journal of Education, Social Economics and Technology
Vol 6, No 2 (2025)

The purpose of this research is to assist the authors in analyzing the role of artificial intelligence in transforming marketing communication on the TikTok Shop platform, assessing the influence of artificial intelligence on sustainable communication so as to formulate well-digitalized and effective marketing strategies, and analyzing ethical challenges in the use of artificial intelligence aimed at transforming marketing communication. The results of this study indicate that the presence of TikTok Shop, which acts as an e-commerce platform, has successfully adopted sophisticated technology. AI enables TikTok Shop to analyze consumer behavior data in real time, such as products viewed, purchased, and user interactions with content presented on the platform. Based on this data analysis, AI on TikTok Shop can estimate consumer preferences and present more relevant product recommendations.