20.500.12556/RUL-185233 Reconfiguring marketing communication in the age of AI a comparative case analysis of global brand transformations 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. 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 trženje umetna inteligenca digitalna preobrazba blagovne znamke mednarodne primerjave true false true Angleški jezik Slovenski jezik Članek v reviji 2026-07-29 14:02:58 2026-07-29 14:06:56 2026-07-30 04:02:32 0000-00-00 00:00:00 2026 0 0 [in press] 2026 0000-00-00 Zaloznikova VTisku NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 2658-2430 10.1108/CEMJ-07-2025-0212 285401603 cemj-07-2025-0212en.pdf cemj-07-2025-0212en.pdf 1 1F0EA6FBE562FF6CA5831B4D15CFB833 49c483e0c97dec414050838e5959795c57cdd6e7c9fbf37f192af3ee29410975 7c4146de-8b45-11f1-9b0d-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=243559 https://www.emerald.com/cemj/article/doi/10.1108/CEMJ-07-2025-0212/1387656/Reconfiguring-marketing-communication-in-the-age 0 80543416-8b45-11f1-9b0d-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=243560 Ekonomska fakulteta 0 0 0