ANALYZING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING DIGITAL MARKETING STRATEGIES

Abstract

Artificial Intelligence (AI) has become a central force reshaping digital marketing strategies in the 21st century. By integrating machine learning, predictive analytics, and automation, AI enables marketers to deliver more targeted, efficient, and personalized consumer experiences. This study aims to analyze the role of AI in enhancing digital marketing effectiveness through a synthesis of recent empirical and conceptual literature from 2019 to 2024. The research applies a qualitative literature-based approach to identify how AI technologies—such as chatbots, recommendation systems, and sentiment analysis—transform consumer interaction, segmentation accuracy, and campaign optimization. Findings show that AI-driven insights allow marketers to anticipate consumer needs, optimize resource allocation, and improve return on marketing investment. However, challenges persist in terms of data ethics, transparency, and algorithmic bias, which can affect consumer trust. The study concludes that AI can significantly enhance digital marketing performance if implemented responsibly with ethical data governance and human oversight. This research provides theoretical and managerial implications for integrating AI technologies into sustainable and consumer-centric marketing practices.