Study on Marketing Transformation through the Adoption of Artificial Intelligence in Communication Sustainability: A Case Study on e-Commerce TikTok Shop

Electronic Journal of Education, Social Economics and Technology Vol. 6, No. 2, (2025), pp. 1~7, Article ID: 1199 ISSN 2723-6250 (online) DOI: https://doi.org/10.33122/ejeset.v6i2.1199 Research Article Study on Marketing Transformation through the Adoption of Artificial Intelligence in Communication Sustainability: A Case Study on e-Commerce TikTok Shop Suci Awwalya Mahardini*, Yosephin Sandy Cristy Department of Communication Studies, LSPR Institute of Communication and Business, Jakarta, Indonesia, 10220 *Corresponding Author: | Phone: +6281349328463 ABSTRACT The purpose of this research is to assist the authors in analyzing the role of artificial intelligence in transforming marketing communication on the TikTok Shop platform, assessing the influence of artificial intelligence on sustainable communication so as to formulate well-digitalized and effective marketing strategies, and analyzing ethical challenges in the use of artificial intelligence aimed at transforming marketing communication. The results of this study indicate that the presence of TikTok Shop, which acts as an e-commerce platform, has successfully adopted sophisticated technology. AI enables TikTok Shop to analyze consumer behavior data in real time, such as products viewed, purchased, and user interactions with content presented on the platform. Based on this data analysis, AI on TikTok Shop can estimate consumer preferences and present more relevant product recommendations. Keywords: Transformation; Marketing; Communication; AI; TikTok Shop 1. INTRODUCTION The global digital transformation, which has also had a major impact on Indonesia, has significantly influenced the development of information and communication technology, thereby opening new opportunities for companies to enhance competitiveness and resilience in the market. One of the key points of the current digital era is marketing supported by technology, or in other words, digitalized marketing. By utilizing available digital platforms, companies are able to reach consumers more easily. Changes over the past decade have certainly provided a strong impetus for business actors to continuously adapt to increasingly dynamic market trends (Ardiansyah, 2023). Business development in recent years has not only encompassed buying and selling transactions, but also corporate strategies in managing operational systems within the field of digital technology (Rofa & Lestari, 2024). In this phenomenon, digital marketing plays a crucial role as the primary tool used by companies to build brands, increase customer loyalty, and expand market reach. By considering these aspects, the integration of digital marketing can create opportunities for companies to optimize their marketing strategies effectively and efficiently (Syahrani & Fasa, 2024). Marketing communication has now become a very important point in business strategies with the aim of interacting with target customers. The transformation of communication occurring in this era of digitalization is strongly influenced by significant changes in audience media consumption patterns. According to Minh et al. (2025), marketing on TikTok Shop is no longer one-way, but has evolved into interactive communication that combines entertainment, product information, and transactions simultaneously. Le et al. (2025) explain that TikTok Shop represents a new form of e-commerce that integrates video content, live streaming, and artificial intelligence-based recommendations within a single digital marketing ecosystem. Marketing communication today includes digital channels such as social media, websites, email, and e-commerce platforms, enabling two-way communication between companies and consumers. Thus, in short, communication wrapped in digital marketing is more easily conveyed compared to conventional communication (Kamil et al., 2024). Globally, e-commerce continues to show positive growth trends, which increased drastically since the COVID-19 pandemic, making e-commerce continue to grow and stabilize. This increase is driven by internet penetration, the surge in smartphone adoption, and changes in consumer behavior as key drivers. Indonesia is one of the fastest-growing e-commerce markets in the world. Indonesian society is increasingly accustomed to and comfortable with conducting buying and selling transactions through e-commerce. In the context of this research, the authors intend to examine in depth the Tokopedia ecommerce platform integrated with TikTok, which is known by the public as TikTok Shop. Page 1 of 7 Mahardini & Cristy Electronic Journal of Education, Social Economic and Technology, Vol. 6, No. 2, (2025), pp.1~7, Article ID: 1199 Several previous studies have also highlighted similar phenomena indicating that artificial intelligence plays an important role, particularly in the transformation of marketing related to communication. Research by Aulia (2024) explains that the presence of artificial intelligence plays a crucial role in facilitating marketing communication efforts in today’s evolving digital era. Artificial intelligence is intended to continuously create harmony in business strategies to help users expand their business reach. This is supported by Syahrani & Fitri (2025), who explain that the implementation of digital marketing has proven effective and efficient and contributes significantly to business growth, market expansion and retention, as well as customer retention itself. Bhardwaj et al. (2024) explain that artificial intelligence enables more accurate marketing personalization through the analysis of consumer behavior data, allowing companies to deliver relevant messages according to individual needs. Luo et al. (2022) explain that TikTok’s success is determined not only by technology, but by its ability to orchestrate social interaction, entertainment, and consumption through artificial intelligence; the use of AI in TikTok demonstrates a shift in marketing strategy from a one-way approach to a participatory and sustainable communication ecosystem, and the TikTok model shows that future digital marketing will increasingly rely on artificial intelligence in shaping consumer experiences, preferences, and behaviors. However, in facing challenges such as algorithm-driven competition and cybersecurity risks, the formation of optimal strategies is required so that digital marketing in the field of e-business can utilize artificial intelligence to demonstrate competitiveness in an ever-evolving digital landscape. The concept of the research conducted by the authors concerns how artificial intelligence can be integrated by TikTok Shop into a sustainable marketing communication mix to address challenges in the context of modern e-commerce. Thus, it can be concluded that there are differences from previous studies, where prior research only provided insights into the application of artificial intelligence in digital marketing that reviewed communication transformation, witho (...truncated)