Abstract: This study examines the significant evolution of artificial intelligence (AI) in marketing communication, offering a comprehensive assessment of its transformative impact on theoretical frameworks, consumer interactions, and ethical considerations. The integration of AI technologies, including predictive analytics, content automation and conversational agents, has precipitated a novel epoch of personalised marketing strategies that challenge and redefine traditional communication models. By examining the historical progression of AI from its inception to its present-day applications in the marketing landscape, this study underscores the pivotal significance of understanding consumer perception and trust regarding AI-driven communications. Furthermore, it addresses key ethical issues, including privacy concerns and algorithmic bias, that emerge in this rapidly evolving context. This study sets out to redefine classical and contemporary marketing theories in light of advancements in AI technology. The study's ultimate aim is to position the field for ongoing academic exploration and practical application in an increasingly digital environment.

Keywords: Digital marketing, marketing communication, artificial intelligence, consumer behaviour.

| DOI: 10.17148/IARJSET.2025.12701