ARTIFICIAL INTELLIGENCE IN MARKETING AND PUBLIC RELATIONS OF BUSINESS ORGANIZATIONS

Abstract

ABSTRACT Artificial intelligence is a concept that is frequently the focus of everyday life, and its application leads to changes in various areas of modern business. Today, artificial intelligence has proven to be significant in all social areas of the daily life of individuals and business organizations. The application of artificial intelligence results in the formation of a marketing strategy and a public relations strategy (English abbreviation PR - public relations) about the primary target group for business organizations such as customers or users, employees, suppliers, owners, etc. Using several data such as revenues, market share, brand value, liquidity, long-term customer value and probability of customer retention, artificial intelligence can provide results that we will apply in the creation of strategic plans related to public relations and marketing. Various artificial intelligence systems help analyze large amounts of data and help identify the most loyal customers, classify customers into groups, and plan an appropriate marketing and public relations strategy. This paper aims to show the contribution of artificial intelligence in the creation of strategic plans related to marketing and public relations of business organizations. Keywords: artificial intelligence, marketing, public relations, strategy