Article
ROLE OF ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING
The rapid growth of digital platforms has transformed traditional marketing practices, compelling organisations to adopt advanced technologies for effective customer engagement and decisionmaking. Artificial Intelligence (AI) has emerged as a powerful tool in digital marketing by enabling data-driven strategies, automation, and enhanced personalisation. This study examines the role of Artificial Intelligence in digital marketing and analyses its impact on marketing effectiveness and customer experience. AI technologies such as machine learning, natural language processing, predictive analytics, and chatbots enable marketers to process large volumes of consumer data, identify behavioural patterns, and deliver personalised content in real time. The study highlights how AI improves customer targeting, engagement, and conversion rates while optimising marketing resources and reducing operational costs. In addition, the research discusses key challenges associated with AI adoption, including data privacy concerns, algorithmic bias, ethical issues, high implementation costs, and skill shortages. By reviewing existing literature and analysing current practices, the study provides a comprehensive understanding of AI-driven digital marketing strategies. The findings suggest that while Artificial Intelligence significantly enhances marketing performance and competitiveness, its successful implementation requires responsible data governance, ethical considerations, and continuous human oversight. The study contributes to academic research and offers practical insights for marketers seeking to integrate AI into digital marketing strategies effectively.
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