AI-Powered Communication
Rhytheema Dulloo, Andrea Appolloni, Kaliyan Mathiyazhagan · Advances in computational intelligence and robotics book series · 2025
In the rapidly evolving digital marketing era, artificial intelligence (AI) is transforming communication strategies, offering unprecedented opportunities for brand-consumer interactions. Using Structural equation model this research investigates AI-powered communication strategies in digital brand interactions, exploring their impact on consumer perception and sustainable marketing practices. Contextual understanding emerges as a key predictor, emphasizing its critical role in consumer engagement. Psychological response mapping reveals that 62.4% of consumers experience positive emotional connections with AI-mediated brand communications. Ethical AI frameworks score high in data privacy (4.67), transparency (4.53), and emotional intelligence (4.39), challenging traditional assumptions about AI's limitations. The study underscores AI's role in fostering ethical, emotionally aware brand interactions with contextual intelligence. Finally, the authors propose a strategic framework to navigate the intersection of technology, communication, and human experience in the digital age.