Abstract

Artificial intelligence (AI), including generative AI, is transforming marketing communications (MarCom) by changing how content is created, personalized, distributed, and assessed. However, MarCom research is scattered across tool-focused streams and lacks an implementation-oriented synthesis that fits MarCom’s creative and relational work. We develop a seven-dimensional strategic framework for AI integration in MarCom via a systematic review of 76 peer-reviewed articles indexed in Scopus and Web of Science (2020–2025), followed by structured expert validation. Using PRISMA screening, bibliometric mapping, and a hybrid deductive-inductive thematic synthesis, we identify seven interdependent dimensions: (1) human-AI collaboration design, (2) efficiency and workflow redesign, (3) methodological rigor and evaluation, (4) analytics and data readiness, (5) tool selection and integration, (6) staged implementation and change management, and (7) continuous adaptation and learning. The framework is presented as evidence-informed guidance, not a maturity benchmark; observed quantitative patterns describe the reviewed corpus rather than population adoption. We discuss MarCom-specific tensions (authenticity vs automation, personalization vs privacy, speed vs brand safety) and propose a focused agenda for testing human-AI configurations and governance in campaign settings.