ARTIFICIAL INTELLIGENCE: A GAME CHANGER IN DIGITAL MARKETING

Abstract

While there is significant interest in marketing applications of artificial intelligence (AI), widespread adoption remains limited. However, AI holds immense potential to revolutionize marketing practices. Therefore, research on AI in marketing is essential. By analyzing current applications, exploring potential future use cases, understanding implementation strategies, and identifying areas for improvement, you can develop a comprehensive perspective on the long-term impact of AI in marketing. AI offers both new approaches to value creation and distribution for customers as well as improvements to current marketing strategies. For example, Through the incorporation of AI, social media marketing and programmatic advertising can achieve a more unbiased and comprehensive understanding of customer behavior, along with enhanced understanding through data-driven forecasting, businesses are leveraging advanced marketing tools such as voice technology, biometrics, and conversational user interfaces. These cutting-edge innovations enhance the value for both brands and consumers by offering scalable experiences and in-depth knowledge. Key attributes of these tools include extreme personalization and cost-effectiveness. However, before fully implementing Artificial Intelligence in realm of marketing, various critical issues should be kept in mind, including the potential for malicious use, its impact on workforce dynamics, and the technological infrastructure itself. Given the structural shifts this entails— ranging from evolving skill requirements to changes in marketing strategies and brand focus—it is important to properly check the long-term implications that such a significant transformation.