Transformasi Integrated Marketing Communication di Era Kecerdasan Buatan: Strategi Membangun Customer Engagement pada Media Digital

Widya Sastra; Nafiah Ariyani

doi:10.55681/seikat.v5i4.3546

Authors

Widya Sastra Universitas Sahid Jakarta
Nafiah Ariyani Universitas Sahid Jakarta

DOI:

https://doi.org/10.55681/seikat.v5i4.3546

Keywords:

Artificial Intelligence, Customer Engagement, Integrated Marketing Communication, Digital Marketing Communication

Abstract

Advances in Artificial Intelligence (AI) technology have significantly reshaped the dynamics of marketing communication, particularly the implementation of Integrated Marketing Communication (IMC) within the digital ecosystem. This study aims to systematically review and synthesize current literature on AI-driven transformation in IMC, with a specific focus on strategies for building customer engagement across digital media platforms. Using a qualitative approach grounded in a Systematic Literature Review (SLR) guided by the PRISMA protocol, this study examines shifts in IMC tactics and formulates strategies relevant to fostering customer engagement. The analysis shows that AI adoption enables organizations to craft personalized messages, precisely map target audiences, automate interactions, and monitor consumer behavior in real time. This shift moves the marketing paradigm from mass communication toward personalized, customer-centered communication. Consequently, adaptive, data-driven interactions strengthen brand trust, loyalty, and long-term customer retention. The review further identifies a research gap: most prior studies examine AI, IMC, and customer engagement in isolation rather than as an integrated construct. To address this gap, the study proposes an AI-Driven Integrated Marketing Communication (AI-IMC) conceptual model, contributing to the theoretical expansion of IMC 5.0 and offering tactical guidance for practitioners seeking to strengthen customer engagement in the digital era.

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