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With an emphasis on targeted advertising and public communication this study researches the effects of AI tools on communication strategies of organizations. While testing Hypothesis posits that AI enhances targeted advertising through successful data analysis. The principal hypothesis posits that AI technologies augment communication strategies through personalized, timely, and data-driven public engagement. Using a quantitative approach with 51 participants, the study employed descriptive statistics, Kruskal-Wallis tests, and regression analysis. Results show that 73.7% of the variance in AI tool effectiveness is explained by budget readiness, internal communication frequency, and external communication quality. Both hypotheses were confirmed, demonstrating AI's critical role in improving communication strategies and targeted advertising outcomes within organizations.

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The Role of Artificial Intelligence Tools in Enhancing Organizational Communication Strategy: An Analysis of Their Impact on Targeted Advertising and Public Interaction

  • 会议论文

  • 发表日期：

    2026年

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  • Damir Vasilj,
  • Željko Matković,
  • Nikica Bubalo

摘要

With an emphasis on targeted advertising and public communication this study researches the effects of AI tools on communication strategies of organizations. While testing Hypothesis posits that AI enhances targeted advertising through successful data analysis. The principal hypothesis posits that AI technologies augment communication strategies through personalized, timely, and data-driven public engagement. Using a quantitative approach with 51 participants, the study employed descriptive statistics, Kruskal-Wallis tests, and regression analysis. Results show that 73.7% of the variance in AI tool effectiveness is explained by budget readiness, internal communication frequency, and external communication quality. Both hypotheses were confirmed, demonstrating AI's critical role in improving communication strategies and targeted advertising outcomes within organizations.