The transformative role of predictive analytics, artificial intelligence and machine learning in digital marketing

Animesh Kumar Sharma and Rahul Sharma
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Animesh Kumar Sharma: Research Scholar, Mittal School of Business, Lovely Professional University, India
Rahul Sharma: Professor, Mittal School of Business, Lovely Professional University, India

Journal of Cultural Marketing Strategy, 2025, vol. 9, issue 2, 196-212

Abstract: This paper explores the transformative role of predictive analytics, artificial intelligence (AI) and machine learning (ML) in reshaping digital marketing strategies, particularly focusing on their impact on return on investment (ROI). It highlights how these technologies empower marketers to optimise campaigns, personalise consumer interactions and drive measurable ROI improvements in a data-driven marketing environment. The study employed a qualitative research methodology and utilised purposive sampling to select participants. Primary data was collected through semistructured interviews, ensuring in-depth insights into the research topic. The integration of predictive analytics, AI and ML significantly enhances digital marketing ROI. Key benefits include improved campaign agility, resource optimisation, reduction in ad spend wastage and increased customer engagement. These technologies enable businesses to deliver personalised, immersive brand experiences while adapting quickly to market demands. This paper underscores the revolutionary impact of combining predictive analytics, AI and ML in digital marketing. It provides valuable insights into how these technologies can drive data-driven marketing excellence by unlocking deeper consumer insights, delivering personalised campaigns and achieving higher ROI. This research offers a roadmap for marketers seeking to leverage advanced technologies in the dynamic digital marketing landscape. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: predictive analytics; artificial intelligence; AI; machine learning; ML; digital marketing; return on investment; ROI (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2025
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