AI in digital marketing
Ahmed, Mohammad Sujan (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112931503
https://urn.fi/URN:NBN:fi:amk-2024112931503
Tiivistelmä
This study explores the integration of Artificial Intelligence (AI) in digital marketing strategies and its impact on consumer experiences and business performance. The rapid development of AI technologies, including machine learning, natural language processing, and predictive analytics, has transformed how businesses interact with customers and optimize marketing efforts. AI’s role in digital marketing encompasses content creation, customer segmentation, targeted advertising, and automation of customer support.
Adopting a qualitative research methodology, the study analyzes secondary data from academic journals, industry reports, and case studies to understand AI’s current applications and implications in digital marketing. Findings reveal that AI significantly enhances personalization, allowing for tailored content delivery and improved customer engagement. Moreover, AI-driven predictive analytics empower businesses to forecast market trends, identify high-value customer segments, and create targeted marketing strategies, resulting in optimized outcomes.
Despite these advantages, challenges arise in the ethical integration of AI, particularly concerning data privacy. Proper handling of customer data is crucial to avoid biases and to comply with regulations like GDPR. This study underscores the necessity for businesses to address data privacy concerns and integrate ethical considerations in their use of AI technologies.
The study proposes strategic recommendations for businesses: developing an ethical framework for AI use, leveraging predictive analytics for data-driven marketing decisions, and employing AI-driven automation to increase efficiency. These practices are intended to maximize the benefits of AI while adhering to ethical standards.
In conclusion, this research enhances the understanding of AI's transformative impact on digital marketing, highlighting its benefits, challenges, and best practices. The study emphasizes the importance of balancing technological advancements with ethical considerations, ensuring sustainable business growth, and maintaining a competitive advantage in the evolving digital landscape.
Adopting a qualitative research methodology, the study analyzes secondary data from academic journals, industry reports, and case studies to understand AI’s current applications and implications in digital marketing. Findings reveal that AI significantly enhances personalization, allowing for tailored content delivery and improved customer engagement. Moreover, AI-driven predictive analytics empower businesses to forecast market trends, identify high-value customer segments, and create targeted marketing strategies, resulting in optimized outcomes.
Despite these advantages, challenges arise in the ethical integration of AI, particularly concerning data privacy. Proper handling of customer data is crucial to avoid biases and to comply with regulations like GDPR. This study underscores the necessity for businesses to address data privacy concerns and integrate ethical considerations in their use of AI technologies.
The study proposes strategic recommendations for businesses: developing an ethical framework for AI use, leveraging predictive analytics for data-driven marketing decisions, and employing AI-driven automation to increase efficiency. These practices are intended to maximize the benefits of AI while adhering to ethical standards.
In conclusion, this research enhances the understanding of AI's transformative impact on digital marketing, highlighting its benefits, challenges, and best practices. The study emphasizes the importance of balancing technological advancements with ethical considerations, ensuring sustainable business growth, and maintaining a competitive advantage in the evolving digital landscape.