IMPACT OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING

Artificial intelligence is an important digital tool which significantly transforms the digital marketing
industry, revolutionizing marketing strategies and the study of consumer behavior. The main motive of
conducting the study on impact of artificial intelligence on digital marketing is to identify the application,
advantages, limitations, challenges of AI on digital marketing. The study focuses on analyzing how AI helps the
business organization to reach their target audience online and also to discover the responsiveness of customers
towards AI facilitated digital marketing. Artificial intelligence influence various aspects of digital marketing
such as improved customer experience, increased effectiveness of marketing efforts adopted by companies, greater
impact of advertising campaigns etc. The study aims to discover the usage of diversified AI tools like chat bots
for customer support, personalized content, automation techniques and predictive analytics for market targeting
and segmentation. The study again intents to find out how a company can develop product ideas with the use
of recommendation engines offered by AI.