Marketing Perspective on the Challenges of Digitization and AI in Public Relations and Event Management

Abstract

Today, the inevitable is common for societies, companies, and consumers. It is generated by the changes that are emerging, the transformations that are taking place, and the impact they have on economic activity and people's lives. For this reason, both companies and consumers must face the evolution and pace of emerging phenomena. The acceleration driven by digitization and the integration of artificial intelligence (AI) is a reality that we must embrace. Both companies and consumers must align with the accelerating pace of digitization and Ai integration. The acceleration driven by digitization and the integration of artificial intelligence (AI) is evident, especially in business and particularly in consumer behavior. So, we are seeing new models in which organizations communicate, promote, and interact with customers. In this regard, the fields of marketing, public relations, and event planning are currently undergoing conceptual redefinition and practical reconstruction. This is especially true under the impact of digital technologies and new market trends. In the past, the effectiveness of PR campaigns and marketing events depended largely on creativity, intuition, and access to traditional media. In this context, they are now increasingly influenced and shaped by automation processes, big data, predictive analytics, and personalized interactions. As a result, this paper aims to identify the challenges associated with the integration of artificial intelligence and digitization in the field of public relations and event management and to highlight the impact on companies' marketing performance. JEL: M 31, M 37, M 15, O 33