ABSTRACT:Artificial Intelligence (AI) is becoming an important part of digital marketing. Businesses are increasingly using AI-based tools to understand customers, create content, answer queries, analyse data and improve online advertising. Because digital platforms produce a large amount of customer information, AI can help marketers process that information and use it more efficiently. This research paper studies the impact of Artificial Intelligence on digital marketing through a review of existing literature. It looks at how AI is being used in areas such as content creation, customer service, personalization, advertising and data analysis. The study also examines the main benefits of AI, including saving time, improving customer engagement and supporting faster decision-making. At the same time, AI also creates concerns related to privacy, data security, inaccurate information, copyright, transparency and dependence on technology. The review suggests that AI can be a useful support for digital marketers, but it should not completely replace human creativity and judgement. Human supervision remains important for producing accurate, relevant and responsible marketing communication.
KEYWORDS:Artificial Intelligence, Digital Marketing, AI Tools, Personalization, Customer Behaviour, Marketing Automation, Content Creation, Social Media Marketing.
IMPACT OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING
MR. ABHISHEK SAMERJIT PANDEY, DR. SUNITA VIJESH YADAV