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The rapid expansion of technology offers the potential for gaining a competitive edge by incorporating new data-driven strategies into digital marketing campaigns. By utilizing electronic services, digital marketing has effectively enhanced the value of businesses and enhanced consumer engagement, establishing itself as a genuine component of marketing science. The advent of the digital era has facilitated firms in efficiently monitoring a wide range of operations, including branding, advertising, production, and distribution. Managers may enhance their decision-making by gathering data, fostering captivating customer interactions, and maintaining a digital representation of processes and sales. Artificial intelligence (AI) has the capability to forecast future patterns and enhance decision-making by extracting valuable insights from vast quantities of generated data. It has revolutionized the manner in which companies engage with their consumers, particularly in the domain of digital marketing. Artificial intelligence (AI) empowers firms to gather, scrutinize, and understand vast amounts of consumer data, resulting in valuable insights that may assist marketers in making superior decisions and creating more focused and impactful campaigns. This research study examines the influence of artificial intelligence (AI) on digital marketing and its potential to enhance organizations' marketing strategy. The article proceeds by providing a concise explanation of digital marketing and outlining the primary marketing roles in the absence of artificial intelligence (AI). Subsequently, the text delves into a comprehensive analysis of the deficiencies present in digital marketing and the concurrent escalation of expectations. The study explores the concepts of personalization, targeting, optimization, efficiency, and prediction in relation to data analytics. The report examines the impact of automating digital marketing on the process's efficiency. Ultimately, the study finishes by engaging in a discourse on the contributions of AI and its alignment with the realm of digital marketing.
Patil et al. (Wed,) studied this question.