Artificial Intelligente Tools for Digital Marketing: a comparative analysis

In recent years, Artificial Intelligence has emerged as one of the main drivers of transformation in organizational marketing, enabling process automation, advanced data analysis, and personalized communication with customers. This study aims to comparatively analyze the main Artificial Intelligence tools employed in digital marketing, assessing their influence on corporate strategies and consumer interactions. To achieve this, a technical analysis was conducted based on technical specifications and usage documentation for various platforms employed by organizations for digital marketing activities. The study revealed that general-purpose tools offer flexibility, scalability, and a high degree of customization, while specialized tools deliver quicker results – especially for companies without robust technical teams. Moreover, the successful adoption of these technologies is closely tied to an organization’s ability to invest in data governance, team training, and practices aligned with ethics and sustainability.