Impact of artificial intelligence on the efficiency, creativity and ethics of strategic marketing

Abstract

This article analyzes the strategic impact of Artificial Intelligence (AI) in marketing, with emphasis on its ability to improve operational efficiency, foster creativity and pose new ethical challenges. Based on a review of specialized literature and recent studies, it is concluded that AI is not only an operational tool, but a resource that redefines the role of marketing and communication professionals. The key to its successful integration is a conscious, ethical and strategic approach.