Big data and artificial intelligence in digital marketing

Big Data and artificial intelligence are changing digital marketing through consumer behavior analysis, personalized communication, and automation. This paper examines their role in marketing processes, performance measurement, and the conditions for application in Serbia. A narrative review of selected literature is combined with a descriptive analysis of published statistics on ICT use, e-commerce, and enterprise AI adoption. The analysis identifies widespread consumer participation in digital channels alongside more limited enterprise adoption of AI. Serbia remains below the EU average in enterprise AI use, although above some member states. The paper’s contribution lies in linking data resources, analytical capabilities, and managerial competencies to explain why technology adoption alone is insufficient for effective digital marketing. Practical implications emphasize employee development, responsible data management, and the evaluation of marketing outcomes. The findings should be interpreted within the limits of aggregate indicators, which do not directly measure marketing-specific AI use or its effectiveness. Future research should examine these applications and their outcomes at the enterprise level.