A Study on the Strategic Impact of AI on Digital Marketing

Abstract

Artificial Intelligence (AI) has become a game-changing instrument in the world of digital marketing, providing creative ways to improve consumer interaction and optimize marketing campaigns. With a focus on personalization, predictive analytics, content production, customer service automation, and programmatic advertising, this study explores the strategic role of AI in digital marketing. Using primary data gathered from a sample of 50 respondents, including digital marketers and consumers, the study used a descriptive and quantitative research approach. A systematic questionnaire was used to collect data in order to evaluate awareness, usage trends, perceived efficacy, and difficulties related to AI-driven marketing solutions. Organizational performance metrics are compared before and after AI deployment using an analytical comparison table. The findings reveal that AI significantly improves targeting efficiency, customer interaction, and overall marketing effectiveness. The study further discusses the benefits, challenges, ethical implications, and future prospects of AI in digital marketing, providing valuable insights for marketers and researchers.