The transformation of marketing communication strategies in the confectionery industry in the context of synergy between AI and AR technologies

Abstract

The article examines the transformation of marketing strategies in the confectionery industry driven by Artificial Intelligence (AI) and Augmented Reality (AR). The study analyzes successful cases of global brands like KitKat, Kinder and Milka, demonstrating a shift from traditional methods to hyper-personalization and Phygital interaction models. Particular focus is placed on the changing search funnels of Gen Z and Gen Alpha, alongside AI's role as a "digital curator" of consumer experience. It is proven that integrating AR technologies into packaging transforms it into an interactive media channel, significantly boosting engagement levels and purchase intent. The scientific novelty of this study lies in demonstrating the synergistic effect of the simultaneous use of AI and AR tools specifically designed for the impulse-buy goods market. It has been theoretically proven that interactive phygital packaging transforms from a design element into an autonomous source of first-party marketing data for optimising brands’ export potential.