The impact of artificial intelligence (AI) and customer relationship management (CRM) on integrated marketing communications (IMC)

Implementing Artificial Intelligence (AI) in marketing management is a contemporary research topic that requires empirical investigation. This article examines how AI and Customer Relationship Management (CRM) jointly shape Integrated Marketing Communications (IMC) in a rapidly digitalising emerging-market context. Data from 384 surveys of marketing managers were analysed using partial least squares structural equation modelling (PLS-SEM) to test the theoretical model. The results confirm that AI significantly enhances CRM, which in turn positively influences IMC. However, AI does not directly affect IMC; rather, its impact is fully mediated through CRM. These findings clarify a capability sequencing logic whereby AI functions as an upstream analytical capability, while CRM routines provide the organisational mechanism through which AI-enabled insights are embedded and translated into coherent, cross-channel communication. The study contributes to research in marketing management, data-driven communication, and generative AI by demonstrating the central role of CRM in enabling AI-driven improvements in IMC. The findings also offer valuable insights for marketing managers and policymakers, emphasising that AI adoption should be complemented by CRM capability development and robust customer-data governance to achieve meaningful communication outcomes.