LLM Applications in Marketing and Consumer Engagement

In recent years, marketing has changed significantly because of the rapid growth of artificial intelligence (AI). Companies around the world are looking for new ways to engage customers more effectively, which ultimately improves their profitability [ 1 ]. One of the most groundbreaking technologies driving this change is Large Language Models (LLMs) [ 2 , 3 ]. LLMs, like OpenAI&s;s GPT-4, Google&s;s Palm, and Meta&s;s LLaMA, are changing how brands communicate with consumers and create content. These models allow machines to understand and generate human-like language with context and detail. Traditionally, marketing strategies used human creativity, statistical analysis, and consumer research to engage customers. However, as markets become more competitive and consumers grow more sophisticated, the demand for real-time, highly personalized communication increases. LLMs meet this demand by analyzing large datasets to find language patterns and create custom content across various channels, such as social media posts and customer service replies. Unlike older automation tools, LLMs do not follow strict rules. They are trained on extensive text collections, enabling them to understand tone, meaning, and intent with impressive accuracy, similar to human communication.