Literature review demonstrates commercial benefits of artificial intelligence in digital marketing workflows, highlighting that algorithms augment rather than replace human judgment.
Artificial intelligence has moved from an experimental technology to a routine part of the commercial stack. This review examines how AI tools shape digital marketing and online sales, focusing on audience segmentation, content production, automation of outreach, predictive analytics, and the role of vertical-specific AI promotion platforms such as 3SELLER. Drawing on industry data and academic work on algorithmic marketing, the paper describes the conditions under which AI produces durable commercial outcomes. The evidence indicates that firms benefit most when AI is integrated into an existing disciplined workflow rather than treated as a substitute for judgment. The review also outlines practical risks including dependency, data governance, and quality control in automated communication. It concludes with guidance for marketers weighing general-purpose AI systems against specialized promotion platforms.
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Fridman et al. (2026) studied this question.
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