Impact of Artificial Intelligence on Digital Marketing

Dr. V. Anandha Valli

Abstract: Artificial intelligence (AI) is transforming digital marketing by providing advanced tools for data analysis, consumer targeting, and personalized engagement. AI enables businesses to adopt data-driven strategies, improving marketing communication across content creation, social media, email, and CRM platforms. Through AI-powered tools such as chatbots, predictive analytics, and social listening, companies can enhance customer service, optimize advertising, and analyze user behavior in real-time. This integration of AI has redefined marketing by fostering more strategic, tailored approaches that build deeper consumer connections. As AI evolves, its role in digital marketing is expected to expand, offering unprecedented opportunities for innovation and engagement.

Keywords: AI in marketing, digital marketing transformation, personalized engagement, data-driven strategies, consumer behavior analysis