Revolutionising Digital Marketing: The Role of Artificial Intelligence in Shaping the Future

Authors

  • Satyam Rajesh Sharma Research Scholar, Thakur Institute of Management Studies, Career Development & Research (TIMSCDR) Mumbai, India
  • Nikita Prashant Shukla Research Scholar, Thakur Institute of Management Studies, Career Development & Research (TIMSCDR) Mumbai, India

Keywords:

Artificial Intelligence; digital marketing; customer engagement; machine learning; Advertising.

Abstract

Artificial Intelligence (AI) is playing a pivotal role in reshaping digital marketing practices, bringing new opportunities for businesses to connect with customers in innovative ways. This paper examines how AI tools are revolutionising digital marketing strategies, focusing on trends like customer personalisation, improved engagement, and automated marketing processes. By exploring AI technologies such as machine learning, chatbots, and predictive analytics, this study highlights their influence on customer interactions and the efficiency of marketing efforts. The research also looks ahead to the evolving role of AI in marketing, offering actionable insights for businesses to stay competitive.

References

1. Davenport T, Guha A, Grewal D, Bressgott T. How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science. 2020 Jan;48:24-42.
2. Michael C, Bryce H, Hellen M, Alex S, Alex S. The State of AI in 2022... and a Half Decade in Review. NASWA Workforce Technology. 2022.
3. Adaobi MM, Nyangu M, Fook HS. The role of artificial intelligence in transforming customer experience in the service industry in Nigeria. International Journal of Academic Research in Business and Social Sciences. 2024;14(11):625-37.

Published

2025-07-03

Issue

Vol. 9 No. 1 (2025): Journal of Advanced Research in Applied Artificial Intelligence and Neural Network

Section

Review Article