Paper Contents
Abstract
Abstract: This study investigates the transformative impact of Artificial Intelligence (AI) on digital marketing strategies, with a particular focus on enhancing customer engagement, campaign effectiveness, and operational efficiency. Leveraging machine learning, natural language processing, and predictive analytics, AI enables marketers to gain deeper insights into consumer behavior and deliver hyper personalized experiences. Through a qualitative approach and primary data analysis from 80 respondents, this research identifies the key applications of AI-including customer segmentation, content generation, predictive modelling, and programmatic advertising and examines their influence on marketing performance. The results confirm a strong correlation between AI usage and improved customer insights, operational efficiency, and competitive advantage. AI could also account for 76.2% of the variance in digital marketing strategies. The findings offer valuable recommendations for businesses aiming to integrate AI into their digital marketing frameworks and adapt to evolving market dynamics.
Copyright
Copyright © 2025 Meghana.B. This is an open access article distributed under the Creative Commons Attribution License.
