مجلة افاق علوم الادارة والاقتصاد
Volume 9, Numéro 1, Pages 322-343
2025-06-30
Emergence Of The Algorithmic Promotional Mix Enhanced By Automation & Machine Intelligence (generative Ai-driven Imcs -benefits & Drawbacks-)
Authors : Guendouz Tarek .
Abstract
This study addresses a Contemporary Marketing Issue of critical importance, both now and in the future. It discusses Integrated Marketing Communications (IMCs) tools enhanced by Generative Artificial Intelligence (G-AI) applications and software. The Promotional Mix in the era of Digital Computing algorithms and Cyber-Physical Systems (CPSs) is replete with strategic opportunities and gains, at the forefront of these are Hyper-Personalization of advertising messages and optimization of promotional campaigns. While also facing significant challenges and risks, especially ethical and legal concerns and invasion of privacy. The research papers conclude that Machine Learning (ML), Deep Learning (DL), Big Data Analysis (BDA), Natural Language Processing (NLP), Large Language Models (LLMs), Artificial Neural Networks (ANNs), Virtual Assistants (VAs), Chatbots, and other Disruptive Technologies and Emerging Innovations are coming in conjunction with the Fourth and Fifth wave of the Industrial Revolution (Industry 4.0 & 5.0).
Keywords
Integrated Marketing Communications ; Promotional Mix ; Generative Artificial Intelligence
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