Artificial intelligence (AI) is revolutionising digital marketing by enabling automation, personalisation, and data-driven decision making on an unprecedented scale. This study critically evaluates the effects on marketing performance, consumer engagement, ROI, and strategic efficacy of integrating AI technologies into digital marketing strategies using industry data and a systematic literature analysis. The study identifies trends, advantages, difficulties, and future directions in AI-enabled digital marketing by combining quantitative data from recent industry publications with qualitative insights from university research. Results show that the use of AI in marketing increases ROI, boosts personalization and engagement, and improves data processing capabilities, but it also raises ethical questions about bias, privacy, and creativity. Recommendations for practitioners and future research directions are included in the paper's conclusion.
Pravin Santosh Borase (Mon,) studied this question.