The evolution of digital marketing in the era of AI

Kelly Cutler
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Kelly Cutler: Business Leader, Author and Educator, Northwestern University, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 10, issue 1, 6-17

Abstract: This paper explores the far-reaching impact of artificial intelligence (AI) on the evolving digital marketing landscape. In the digital age, marketing is undergoing a profound transformation led by data privacy and changing technology, with a focus on the benefits and the risks of adopting AI. Increased productivity and the value of AI must be balanced with careful ethical, legal and privacy considerations. Technologies like third party cookies, once the cornerstone of digital advertising, are being retired and replaced. Simultaneously, ad blockers, wielded by users seeking respite from intrusive advertisements, are reshaping the marketing paradigm. Marketers are at a crossroads. Insights and ideas will be explored pertaining to how AI is poised to reshape the way that marketers do business. While emphasising the role of AI in aspects of marketing such as customer engagement, personalisation, marketing automation, content curation, predictive analytics, campaign creation and more, there is also the need for oversight, management and responsible deployment. This can be accomplished by combining automation and technology with human intervention and direction. Careful examination of the potential benefits and the multifaceted risks posed by AI will define how marketers move into a privacy-centric digital future. This paper delves into the rapidly evolving digital marketing ecosystem as it adapts to changing user behaviours, tightening regulations and new technologies.

Keywords: digital marketing; data privacy; transparency; artificial intelligence and marketing; generative AI; AI and digital marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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