AI-POWERED CONTENT CREATION IN MARKETING: OPPORTUNITIES, CHALLENGES, AND STRATEGIC IMPLICATIONS

Artificial Intelligence (AI) has rapidly transformed the field of marketing by automating content creation, optimizing message personalization, and enabling data-driven decision-making. This research paper explores the role of AI-powered content creation tools in enhancing marketing effectiveness, improving customer engagement, and supporting strategic brand communication. Through a qualitative and theoretical approach, the study examines existing literature on AI in digital marketing, discusses key models and frameworks, and analyzes how AI-generated content affects consumer behavior and marketing performance. The findings indicate that AI can significantly improve content relevance, reduce production time, and support large-scale personalization; however, concerns remain regarding authenticity, creativity, ethical risks, and potential job displacement. The study concludes with recommendations for marketers, emphasizing the need for human–AI collaboration, ethical guidelines, and continuous upskilling to maximize the benefits of AI-driven content creation.