Artificial intelligence in marketing: trends, opportunities and challenges

Vujinović, Sofija and Lazarević, Marija (2025) Artificial intelligence in marketing: trends, opportunities and challenges. In: ICEI 2025 9th Scientific Conference with International Participation "Economy of Integration" - regenerative and digital economy: Southeastern Europe's path to sustainable competitiveness. Faculty of Economics, Tuzla, Bosna i Hercegovina, pp. 203-213. ISBN 2490-2616

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Abstract

The rapid development and application of artificial intelligence (AI) are transforming marketing practices and altering the way companies engage with customers. The changes are multifaceted and are reflected in improved message personalization, optimization of communication channels, detailed data analysis, and enhanced customer experience. The aim of this research is to analyze the role and significance of AI in contemporary marketing communications, with a special focus on how it transforms the approach, form, and effectiveness of communication between companies and consumers. The paper is based on a literature review and reports, with a particular focus on the latest research on the application of AI in marketing. Sources were selected based on relevance and timeliness, and the analysis was conducted through systematization and interpretation of key trends. The findings are discussed in the context of the existing literature and practical implications for the use of artificial intelligence in marketing. The findings suggest that AI in marketing is not only a technical tool but also a strategic resource for sustainable competitiveness and digital transformation acceleration, with its adoption in organizations continuously increasing. This reveals the need for further research and careful application of AI tools in business practice, as well as the alignment of educational and development policy to meet the needs of the digital economy.

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