Predictive Analytics using AI in Marketing: An Impact

Abstract

This analysis investigates the transformational effects of artificial intelligence (AI) on predictive modelling in digital advertising campaigns. The study aims to examine the effectiveness of the AI-controlled prediction analysis when improving marketing results, to examine the influence on segmentation and personalisation strategies of customers and to assess their contribution to improving Return on Investment (ROI) in marketing campaigns. In addition, research deals with the most important challenges, including data protection concerns, algorithmic distortion and the ethical use of AI. The results suggest that although AI offers significant advantages for predictive marketing analyses, sustainable success requires a balanced integration of technological advances and ethical considerations.