The Impact of Artificial Intelligence in Digital Marketing: Literature Review

The rapid advancement of artificial intelligence (AI) technology has revolutionized various industries, and digital marketing is no exception. The objective of this study is to conduct a comprehensive review of previous research focusing on the pivotal role of artificial intelligence (AI) in the domain of digital marketing. AI has emerged as a powerful tool capable of transforming numerous industries, marketing being one of them. By facilitating the analysis of vast quantities of data, recognizing patterns, and enabling informed decision-making, AI has fundamentally reshaped the way businesses interact with their online customers. The present study employed a library research approach, involving the review of 40 research papers relevant to the subject matter. The selected research papers encompassed a publication period spanning from 1955 to 2023. The primary finding indicates how businesses can leverage AI to elevate customer experiences, optimize advertising campaigns, and enhance overall marketing effectiveness. The paper extensively covered the diverse applications of AI in digital marketing, such as the creation of personalized content, implementation of chatbots for customer support, utilization of predictive analytics for targeting and segmentation, and deployment of recommendation engines for generating product ideas.