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RESEARCH ARTICLE   (Open Access)
Contents Vol 2 (1)

Transforming the Digital Landscape: Analyzing the Role of Artificial Intelligence in Contemporary Marketing Strategies

Reduanul Hasan1, Khadiza Tasnim1, Md Zillul Karim2, Mohammad Shoeb Abdullah1  

+ Author Affiliations

Business & Social Sciences 2 (1) 1-10 https://doi.org/10.25163/business.2110220

Submitted: 27 November 2023 Revised: 15 January 2024  Published: 18 January 2024 

Abstract

Background: AI technology is becoming a modern-day disruptor in the field of marketing. Studies conducted already signifies that it has transformed the traditional interaction between businesses and consumers, and the engagement dynamics between consumers and brands AI (artificial intelligence) is optimizing the interaction between organizations and their audience by providing new avenues for targeting, segmentation, and experience customization as marketing progresses into adopting more integrated data systems. Our goal was to explore how AI can accomplish refining marketing tactics, especially on augmenting the operational sides and guiding strategic decisions. Methods: Research applied included extensive qualitative analysis combined with multi-disciplinary investigation on the impact of AI on marketing processes including literature as well as case studies based on specific real-world scenarios. This case analysis focused on the applications of AI in marketing such as catboats, predictive analytics, recommendation systems, and content generation automation. Results: The research shows how AI and machine learning apply to marketing automation enable organizations to improve marketing outcomes like real-time decision making, content personalization, audience optimization, participation, and customer engagement. Conclusion: The use of artificial intelligence (AI) in digital marketing is transforming the industry by providing marketers with automated technologies, tools, and resources to engage with shoppers and consumers on a more personal and direct level. This work has aided in outlining the emerging best practices that marketers and businesses and public policy strategic planners need to use AI innovations constructively and responsibly towards successful marketing.

Keywords: Artificial Intelligence, Contemporary Marketing, decision-making, predictive analytics, Customer personalization.

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