Adapting global communication and marketing strategies to Generative AI

• Type: Book
• Date: 2026

Authors

Rosário, Albérico Travassos (Author) Other; Boechat, Anna Carolina (Author) Other

Publisher

IGI Global

Hershey

Other information

DOI: 10.4018/979-8-3373-2502-6

Abstract (EN): In a rapidly evolving global landscape, communication and marketing undergo transformative changes driven by advancements in generative artificial intelligence (GAI), shifting consumer values, and the rise of new cultural paradigms. Traditional strategies are no longer sufficient to capture the attention and trust of discerning audiences. Today, marketers and researchers grapple with the implications of integrating these novel technologies into communication practices. Further research is necessary to understand the cultural shifts needed to develop authentic, engaging, and personalized messages that resonate with diverse, global audiences. Adapting Global Communication and Marketing Strategies to Generative AI examines how communication strategies and marketing techniques are adapting to the demands of GAI. It explores transformative trends in communication and marketing, focusing on GAI, sustainability, and evolving consumer behaviors. This book covers topics such as blockchain, ethics and law, and neuromarketing, and is a useful resource for business owners, marketers, computer engineers, academicians, researchers, and scientists.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 430

ISBN: 9798337325026 (hbk); 9798337325033 (pbk)

Electronic ISBN: 9798337325040