An Exploration of Key Factors Influencing Artificial Intelligence Integration in Digital Marketing

Deepti Ranjan Sabat (), Sharanika Dhal, Biswajeet Patnaik, Biplab Kumar Biswal and Subash Chandra Nath
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Deepti Ranjan Sabat: Sri Sri University, Assistant Professor, Faculty of Management Studies
Sharanika Dhal: Sri Sri University, Assistant Professor, Faculty of Management Studies
Biswajeet Patnaik: KIIT Deemed to Be University, Assistant Professor, School of Management
Biplab Kumar Biswal: Sri Sri University, Professor & Dean, Faculty of Management Studies
Subash Chandra Nath: Sri Sri University, Professor, Faculty of Management Studies

A chapter in Proceedings of the 5th International Conference on Management Research (ICMR 2025), 2026, pp 282-326 from Springer

Abstract: Abstract Artificial Intelligence (AI) is used in digital marketing, integrating machine learning, data analytics, and natural language processing technologies that allow for real-time, personalized customer engagements. Artificial Intelligence (AI) facilitates more specific advertising and effective resource allocation as businesses experience mounting competitive pressure. Nevertheless, challenges like the absence of competence, legacy infrastructure compatibility, and ethical challenges regarding bias and data safety must be addressed. Additionally, implementation relies upon consumer acceptance, training in Artificial Intelligence (AI) technology, and innovative human-AI collaboration. Organizations need to balance technology innovation and ethics in order to integrate AI in digital marketing most effectively and adapt to evolving market forces. Key findings regarding the main drivers of AI integration in digital marketing are presented in the study's conclusions. Based on the EFA and regression analysis results, marketers need to concentrate on six drivers to enhance purchase intent using AI in digital marketing. These drivers together propel the integration of AI into digital marketing, with firms implementing its potential to enhance consumer engagement, operational effectiveness, and growth while addressing challenges and ethical concerns regarding its application. The drivers of AI integration into digital marketing and its role in the current situation will be discussed in the current study.

Keywords: Artificial Intelligence; Customer satisfaction; Personalisation; Digital Marketing; Machine Learning; etc (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-660-9_16

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