Reconfiguring marketing communication in the age of AI : a comparative case analysis of global brand transformations

Mróz-Gorgoń, Barbara (avtor), Małecka, Agnieszka (avtor), Czugan, Marcin (avtor), Pfajfar, Gregor (avtor)

Purpose - This research examines the impact of Artificial Intelligence (AI) on marketing communications strategies and processes, a gap within the empirical knowledge. Design/methodology/approach - Using a multi-case study methodology based on three leading global companies: a beverage company that uses generative AI, a beauty distributor that uses conversational AI and an athletic apparel company that uses predictive AI, we explore the pervasive impact of AI. Findings - Our framework reveals three overarching structural transformations: the dissolution of linear time barriers (real-time processing), the intensification of personalization (1:1 predictive analytics) and the offloading of strategic decisions to machines (machine learning). As part of our model development, we propose a new conceptual framework, the Adaptive Engagement Loop (AEL), which re-casts marketing communications as a perpetual, self-evolving process of five stages through AI. Originality/value - This research serves as a theoretical intervention to transform AI from part of brand storytelling to a distributed brand storyteller, and from communication to collaboration, content to experience and segmentation to identity formation. From a managerial point of view, it provides direction to the responsible use of AI by proposing the setting of creative boundaries, investing in clear data models and user consent mechanisms and fostering cross-functional collaboration.

• Jezik: Angleški jezik
• Ključne besede: marketing, digital transformation, brands, international comparisons, artificial intelligence (AI), marketing communication, digital transformation, adaptive engagement loop (AEL) model, brand strategy, digital brand identity, comparative case study
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: V tisku
• Različica publikacije: Objavljena publikacija
• Leto izida: 2026
• PID: 20.500.12556/RUL-185233
• UDK: 339.138
• ISSN pri članku: 2658-2430
• DOI: 10.1108/CEMJ-07-2025-0212
• COBISS.SI-ID: 285401603
• Datum objave v RUL: 29.07.2026

Gradivo je del revije

• Naslov: Central European management journal
• Skrajšan naslov: Centr. Europ. Manag. J.
• Založnik: Emerald
• ISSN: 2658-2430
• COBISS.SI-ID: 45458179

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: trženje, umetna inteligenca, digitalna preobrazba, blagovne znamke, mednarodne primerjave

Projekti

• Financer: ARIS - Javna agencija za znanstvenoraziskovalno in inovacijsko dejavnost Republike Slovenije
• Številka projekta: P5-0177
• Naslov: Slovenija in njeni akterji v mednarodnih odnosih in evropskih integracijah