Artificial intelligence for digital marketing

research in International Journal of Business Information Systems has looked at the impact of artificial intelligence (AI) on digital marketing. The researchers offer a pragmatic view on the future of this area of ​​marketing, highlighting what they describe as tangible benefits brought about by AI solutions.

The study itself is designed to accelerate the adoption of AI technologies in the rapidly evolving digital marketing environment, and is a comprehensive study that incorporates research, an examination of existing AI solutions, and an in-depth analysis of the results obtained. approach is adopted.

The term AI has been applied to various aspects of research for decades. Initially, it hinted at the idea of ​​perhaps a conscious machine. However, in modern technical terms, AI is usually thought to mean the development of computer systems that can use algorithms and data to perform tasks that normally require human intelligence, such as learning, problem-solving, and decision-making. It is being The term has been applied in recent years to systems that generate text, images, video, and even music from user-prompted input, creating seemingly novel things based on the system's training data.

Leandro Pereira, Daniel Tomás, Álvaro Díaz, Renato López da Costa, and Rui Gonçalves from the University of Lisboa in Lisbon, Portugal, conducted a targeted survey of digital marketing professionals. They want to uncover the potential of AI to address both general and specific needs across a variety of domains, with a focus on search engine optimization (SEO), communications, sales, and content marketing. I did. The study also revealed how much strategy and data analysis, online advertising, and social media marketing have matured in recent years.

The team's findings hint at the potential benefits of AI applications in a variety of fields. Moreover, there is already ample room for growth, and there are already bespoke AI solutions for digital marketing available to practitioners. In fact, off-the-shelf AI solutions are available for almost every aspect of digital marketing asked in the survey. They point out that as the digital marketing landscape evolves, the integration of AI promises real benefits for practitioners in terms of efficiency, personalization, and strategic insight.