Offstone JANUARY 2024 EDITION

23 AI IN MARKETING COMMUNICATION: AN ISLAMIC INSIGHT By: Mohammad Noorizzuddin Nooh noorizzuddin@usim.edu.my Mohammad Noorizzuddin Nooh, a senior lecturer at USIM's Faculty of Economics and Muamalat, specializes in Halal Branding, Brand Management, Crisis Management, Advertising Ethics, Volunteerism, and Entrepreneurship and is currently pursuing a Doctorate in Business Administration from Pole Paris Alternance (PPA)-France. ABSTRACT The integration of AI in marketing communication has transformed the landscape, offering efficiency and personalized experiences. From an Islamic standpoint, adherence to Shariah principles is paramount to avoid promoting forbidden activities. This essay explores AI's impact, emphasizing its revolutionary role in providing information, facilitating comparisons, and expediting checkout processes for enhanced consumer experiences and improved marketing performance. Introduction Artificial Intelligence has revolutionized various industries, including marketing communication. It has given marketers powerful tools and insights to understand customer behaviour, tailor their marketing strategies, and enhance the overall customer experience. In the context of Islamic perspectives, the utilization of AI in marketing communication should align with the principles and values of Islam. From an Islamic perspective, the use of AI in marketing communication should adhere to certain principles and values. First and foremost, the ethical considerations of AI in marketing communication should be observed. Islam emphasizes the importance of honesty, transparency, and fairness in all aspects of life, including business transactions. Therefore, marketers utilizing AI in marketing communication should ensure that customer information is