THE ROLE OF ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING STRATEGIES

Popescu Anca
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Popescu Anca: TRANSILVANIA UNIVERSITY, FACULTY OF ECONOMIC SCIENCES AND BUSINESS ADMINISTRATION

Annals - Economy Series, 2023, vol. 3, 127-134

Abstract: This article explores the role of Artificial Intelligence (AI) in digital marketing and how it can revolutionize the industry in the future. The rapid advancement of AI technology has profoundly impacted digital marketing strategies. By examining the changes AI has already brought about and forecasting its future impact, we aim to gain insights into the evolving landscape of digital marketing. For this purpose, semi-structured in-depth interviews were conducted to identify upcoming trends and opportunities in AI's progress in digital marketing, identify AI's applications in digital marketing, and examine the ethical considerations and future directions of the use of AI in digital marketing. The insights from this research contribute to a deeper understanding of how AI can be effectively harnessed in digital marketing while ensuring ethical practices and staying ahead of industry advancements.

Keywords: artificial intelligence; digital marketing; digital technologies; digital marketing strategies (search for similar items in EconPapers)
Date: 2023
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