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The Impact of Artificial Intelligence on Digital Marketing Strategies

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Granthaalayah Publications and Printers

Shodh Kosh , Priyanga G

Artificial intelligence (AI) has emerged as a key way to improve digital marketing. AI can help marketers build better products, deliver faster and more relevant advertising to customers, and better understand their audience's data patterns. Brands are using AI in marketing to craft more personalized customer experiences across all channels, from email campaigns to social media posts. It can help marketers better understand how their audience interacts with their brand and what types of messaging will resonate most effectively. At the same time, brands struggle to find a balance between using AI and remaining transparent with customers. As more companies invest in AI-powered products, customers will expect more transparency around how these technologies work-and what they mean for privacy. AI can be used in various ways, from improving website navigation to using computer vision to create more targeted ads.AI is integrated into many digital marketing tools marketers use daily. It can help them with things like social media management, graphic design, content creation, and keyword research. It can also help them with things like customer service and lead generation by automating repetitive tasks.AI might be able to answer simple questions about company products or services without any human intervention.AI has potential to make marketers' lives easier in the future by automating many of their current tasks and providing insights about consumers. In this study, content analysis and interview methods were used to analyze various AI tools used in digital marketing and how they can improve the projects of digital marketers.

Proceedings of Second International Conference in Mechanical and Energy Technology

Digital marketing includes a combination of marketing activity and implication of computer science to optimise the activity of advertisement and sales generation. In this study a comprehensive

Journal of the Academy of Marketing Science

Dhruv Grewal

In the future, artificial intelligence (AI) is likely to substantially change both marketing strategies and customer behaviors. Building from not only extant research but also extensive interactions with practice, the authors propose a multidimensional framework for understanding the impact of AI involving intelligence levels, task types, and whether AI is embedded in a robot. Prior research typically addresses a subset of these dimensions; this paper integrates all three into a single framework. Next, the authors propose a research agenda that addresses not only how marketing strategies and customer behaviors will change in the future, but also highlights important policy questions relating to privacy, bias and ethics. Finally, the authors suggest AI will be more effective if it augments (rather than replaces) human managers.

E3S web of conferences

Jyotsana Thakur

Devi Premnath

Till yesteryears marketing revolved around mass marketing. The focus on marketing as a domain was primarily only on reaching the customer and disseminating information about the brands and the products. Advertisements and other promotion methods practically imposed the products on the customers. Customers were left with limited choices, the result; customers had to compromise on their purchase decisions and finally zero down on the products or the brands available. Here the question that remains unanswered is whether the customers are really satisfied with the products? Or is it that marketing is all about imposition rather than satisfaction. The world is going through a phase of digital transformation and so is marketing and its practices, Artificial intelligence in its new avatar is bringing about a paradigm shift in the marketing practices. From clouding, the digital world has moved towards data, which is the epicentre of any AI applications. AI uses many data related applications .The predictive analysis weaves in innovative marketing strategies that helps and assist the contemporary customers in the purchase journey. Every interaction of a customer with a product or service is utilised by the data driven market for the future optimisation. This paper highlights how the business houses embrace AI and its applications for enhancing the marketing experiences of a customer. The subsections of AI namely the deep learning, machine learning are bringing about a metamorphosis of the modern markets

E3S Web of Conference

Dr. Amit Verma , preeti singh

research project plan to use the programmer's features to their advantage. Due to the quantitative nature of the study and the fact that interviewees came from different countries all over the world at random, the results of the current research should be taken with a grain of salt.

The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics

Stavros Kaperonis

In this part of the book, the authors are diving into how artificial intelligence (AI) is completely changing the game in digital marketing, especially when it comes to the user experience. You see, AI gives companies these super cool abilities to deliver personalized content, analyze data like a pro, and create marketing strategies that really focus on the customer. Plus, AI has given birth to chatbots that have seriously shaken up customer service, making it way more personal and immediate. But, as cool as all this AI stuff is, it's not all smooth sailing. This chapter tackles things like data privacy, security, and making sure there are people who know how to handle it all. What really shows off the power of AI is how companies like Amazon and Spotify are using it to make the customer experience better. The more AI becomes a part of digital marketing, the more necessary it is to understand the good, the bad, and the sometimes ugly, to make sure AI is being used in the best and most ethical way possible.

TUĞBA YEĞİN

With the developing and fast changing technology, marketing strategies have also necessarily changed in order to meet the demands and needs of consumers. The fact that businesses don’t keep up with this changing system puts them out of the wheel. In daily life, where consumption never ends, marketing strategies are also consumed very quickly. Its name changes according to the ages, but the main goal is always more profitability. Sales and marketing are now digitalized and shopping has become widespread in virtual environments. Most customer services are performed by Chatbots. Each one from Siri to augmented reality application is in our lives. These smart systems date back to the 1970s. Well, where are the artificial intelligence and smart robots that take their place in almost every sector, which is the favorite of recent years, from health to defense? Although the answer to this question has just begun to be researched, it isn’t difficult to predict that it will be one of the most...

Our Heritage

Chitsimran Chitsimran

Business being dynamic is evolving day by day, such innovations can be seen in each and very sphere of the business. The marketing sphere has also not left un touched of it, with the change in the mode of the communication and integration the conventional marketing has been evolving into the non-conventional marketing through the inculcation of the Artificial Intelligence in the marketing, the development of this had lead to major change in the marketing to study the evolution of the AI in the marketing and along with the adoption and the perspective of the customers toward AI marketing has been desired to study through the medium of this research, for this the survey has been conducted through the questionnaire system composed of different mix of the customer to know their awareness toward the AI in marketing and along with that the factors which lead to their adoption of the AI. The study has concluded that yes although there has been major inclement toward the AI but still its proper implementation would take some time for the over all adoption on the level of the customers also and on the level of companies also.

The TQM Journal

Michelle Bonera

PurposeThis paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.Design/methodology/approachQualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools.FindingsKey themes include: (1) Importance of AI in strategic marketing decision management; (2) Presence of AI in strategic decision management; (3) Role of AI in strategic decision management; (4) Importance of business culture for the use of AI; (5) Impact of AI on the business’ organizational model. A key consideration is a “creative-possibility perspective,” highlighting the future potential to use AI not only for rational but also for creative thinking purposes.Research limitations/implicationsThis work is focused only on strategy creation as a deliberate process. For this, AI can be used as an effective response to the external contingencies of high volumes of data and uncertain environmental conditions, a...

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Market Power in Artificial Intelligence

This paper surveys the relevant existing literature that can help researchers and policy makers understand the drivers of competition in markets that constitute the provision of artificial intelligence products. The focus is on three broad markets: training data, input data, and AI predictions. It is shown that a key factor in determining the emergence and persistence of market power will be the operation of markets for data that would allow for trading data across firm boundaries.

Joshua Gans has drawn on the findings of his research for both compensated speaking engagements and consulting engagements. He has written the books Prediction Machines, Power & Prediction, and Innovation + Equality on the economics of AI for which he receives royalties. He is also chief economist of the Creative Destruction Lab, a University of Toronto-based program that helps seed stage companies, from which he receives compensation. He conducts consulting on anti-trust and intellectual property matters with an association with Charles River Associates and his ownership of Core Economic Research Ltd. He also has equity and advisory relationships with a number of startup firms. Thanks to Andrei Haigu, Chad Jones and the participants at the Rochester Antitrust Workshop for their helpful comments. All errors remain my own. The views expressed herein are those of the author and do not necessarily reflect the views of the National Bureau of Economic Research.

MARC RIS BibTeΧ

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Generative Artificial Intelligence in education: Think piece by Stefania Giannini

Artificial Intelligence tools open new horizons for education, but we urgently need to take action to ensure we integrate them into learning systems on our terms. That is the core message of UNESCO’s new paper on generative AI and the future of education . In her think piece, UNESCO Assistant Director-General for Education, Stefania Giannini expresses her concerns that the checks and balances applied to teaching materials are not being used to the implementation of generative AI. While highlighting that AI tools create new prospects for learning, she underscores that regulations can only be built once the proper research has been conducted.

Readiness of schools to regulate the use of AI tools in education

In May, a UNESCO global survey of over 450 schools and universities found that fewer than 10% have developed institutional policies and/or formal guidance concerning the use of generative AI applications. The paper observes that in most countries, the time, steps and authorizations needed to validate a new textbook far surpass those required to move generative AI utilities into schools and classrooms. Textbooks are usually evaluated for accuracy of content, age-appropriateness, relevance of teaching and accuracy of content, cultural and social suitability which encompasses checks to protect against bias, before being used in the classroom.

Education systems must set own rules

The education sector cannot rely on the corporate creators of AI to regulate its own work. To vet and validate new and complex AI applications for formal use in school, UNESCO recommends that ministries of education build their capacities in coordination with other regulatory branches of government, in particular those regulating technologies.

Potential to undermine the status of teachers and the necessity of schools

The paper underscores that education should remain a deeply human act rooted in social interaction. It recalls that during the COVID-19 pandemic, when digital technology became the primary medium for education, students suffered both academically and socially. The paper warns us that generative AI in particular has the potential to both undermine the authority and status of teachers, and to strengthen calls for further automation of education: Teacher-less schools, and school-less education. It emphasizes that well-run schools, coupled with sufficient teacher numbers, training and salaries must be prioritized.

Education spending must focus on fundamental learning objectives

The paper argues that investment in schools and teachers, is the only way to solve the problem that today, at the dawn of the AI Era, 244 million children and youth are out of school and more than 770 million people are non-literate. Evidence shows that good schools and teachers can resolve this persistent educational challenge – yet the world continues to underfund them.

UNESCO’s response to generative AI in education

UNESCO is steering the global dialogue with policy-makers, EdTech partners, academia and civil society. The first global meeting of Ministers of Education took place in May 2023 and the Organization is developing policy guidelines on the use of generative AI in education and research, as well as frameworks of AI competencies for students and teachers for school education. These will be launched during the Digital Learning Week , which will take place at UNESCO Headquarters in Paris on 4-7 September 2023. The UNESCO Global Education Monitoring Report 2023 to be published on 26 July 2023 will focus on the use of technology in education.

UNESCO’s Recommendation on the Ethics of Artificial Intelligence

UNESCO produced the first-ever global standard on AI ethics – the ‘Recommendation on the Ethics of Artificial Intelligence’ in November 2021. This framework was adopted by all 193 Member States. The Recommendation stresses that governments must ensure that AI always adheres to the principles of safety, inclusion, diversity, transparency and quality.

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Chatbots are potential software applications, which utilises advanced technologies such as artificial intelligence (AI) as well as natural form of language processing for analysing needs of humans and guides them for attaining their respective requirements. In this context, many businesses utilize chatbots for interacting with their consumers with the help of digital devices as well as digital platforms. It incorporates suitable literature that enhances understanding of its stimulation and processing with proper human conversation in present days businesses. It also implements various theories as well as frameworks for deriving best possible understanding of the research context in a most effective as well as efficient manner. This research investigates on understanding how chatbots usage in today's businesses help in improving consumer association and help in providing competitive advantage in marketing environment. Hypothesis of this research focuses on role of potential chatbots that is used by retail businesses, and it helps in progressing with attaining better consumer loyalty. Hypothesis primarily brings out a positive relation between using chatbots of businesses and consumer relationship and loyalty. Methods used in this research involve exploratory design with purposive sampling for analysing right sources. Sample size will involve literary sources, company reports as well as journals and relevant articles. In this aspect, results derived in this research brings out that many retail organisations in global context uses Chatbots for improving consumer relationships and analysing changing preferences of consumers. It brings out that utilising Chatbots in a proper way helps in reaching better CSAT score for the organisation and allows better competitive advantage in the marketing aspect.

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Ethical Challenges and Managerial Implications of Artificial Intelligence in Digital Marketing

• Conference paper
• First Online: 31 March 2024
• Cite this conference paper

• Ahmed Benjelloun 13 &
• Saad Kabak 14 , 14  

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 869))

Included in the following conference series:

• Congress on Intelligent Systems

This article examines the ethical challenges and managerial implications resulting from the application of artificial intelligence in digital marketing. Its purpose is to analyze the influence of artificial intelligence on the strategies of digital marketing and suggest ways, and companies can responsibly use to face these challenges. To achieve this, a documentary research methodology was performed. The results of the review highlighted three major ethical challenges: privacy, transparency, and discrimination. Privacy concerns the way of collecting and using personal data in AI-powered digital marketing practices. Transparency is critical as consumers need to know about the AI algorithms and decision-making processes behind targeted marketing efforts. Discrimination refers to potential prejudices and unfairness that AI algorithms can create. Companies need to recognize these challenges, mitigate risks, and establish mechanisms to ensure ethical practices in their AI-powered digital marketing strategies. Marketers should take a responsible and ethical approach when implementing AI, considering its potential impact on privacy, transparency, and fairness. At a societal level, we need regulations and standards that manage the utilization of artificial intelligence in digital marketing, promote ethical behavior, and protect consumer rights. The novelty of this article reside in the fact that we have integrated of the fields of digital marketing and artificial intelligence to address the resulting ethical challenges.

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University Mohammed Ben Abdellah, Fez, Morocco

Ahmed Benjelloun

Errachidia Multidisciplinary Faculty, Moulay Ismail University, Meknes, Morocco

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School of Civil, Environmental and Architectural Engineering, Korea University, Seoul, Korea (Republic of)

Joong Hoon Kim

South Asian University, New Delhi, Delhi, India

Jagdish Chand Bansal

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Benjelloun, A., Kabak, S. (2024). Ethical Challenges and Managerial Implications of Artificial Intelligence in Digital Marketing. In: Kumar, S., Balachandran, K., Kim, J.H., Bansal, J.C. (eds) Fourth Congress on Intelligent Systems. CIS 2023. Lecture Notes in Networks and Systems, vol 869. Springer, Singapore. https://doi.org/10.1007/978-981-99-9040-5_32

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Published : 31 March 2024

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