Reconfiguring marketing communication in the age of AI: a comparative case analysis of global brand transformations

Purpose This research examines the impact of Artificial Intelligence (AI) on marketing communications strategies and processes, a gap within the empirical knowledge. Design/methodology/approach Using a multi-case study methodology based on three leading global companies: a beverage company that uses generative AI, a beauty distributor that uses conversational AI and an athletic apparel company that uses predictive AI, we explore the pervasive impact of AI. Findings Our framework reveals three overarching structural transformations: the dissolution of linear time barriers (real-time processing), the intensification of personalization (1:1 predictive analytics) and the offloading of strategic decisions to machines (machine learning). As part of our model development, we propose a new conceptual framework, the Adaptive Engagement Loop (AEL), which re-casts marketing communications as a perpetual, self-evolving process of five stages through AI. Originality/value This research serves as a theoretical intervention to transform AI from part of brand storytelling to a distributed brand storyteller, and from communication to collaboration, content to experience and segmentation to identity formation. From a managerial point of view, it provides direction to the responsible use of AI by proposing the setting of creative boundaries, investing in clear data models and user consent mechanisms and fostering cross-functional collaboration.