Citation:

Sepideh Bashang, Puttanna K. "The Role of Artificial Intelligence in Digital Marketing: A Review" International Research Journal of Economics and Management Studies, Vol. 2, No. 3, pp. 125-133, 2023.

Abstract:

The purpose of the current study paper is to provide a review of earlier studies that have examined the crucial role of artificial intelligence (AI) in digital marketing. AI has become a potent instrument that has the potential to revolutionise several industries, including marketing. By enabling companies to analyse massive volumes of data, identify patterns, and take informed decisions, artificial intelligence has completely changed how businesses engage with their customers online. The current research paper followed a library research method in that 26 research papers related to the topic were reviewed. All the reviewed research papers were published from 2017-2023. The paper discussed how AI technologies transform various aspects of digital marketing, enabling businesses to enhance customer experiences, optimize advertising campaigns, and improve overall marketing effectiveness. The numerous uses of AI in digital marketing were also covered, including the development of personalised content, chatbots for customer support, predictive analytics for targeting and segmentation, and recommendation engines for product ideas. The research also emphasised the advantages and potential drawbacks of integrating AI into digital marketing efforts.

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Keywords:

Artificial Intelligence, Chatbots, Customer Segmentation, Digital Marketing.