The Impact of Generative AI on Digital Marketing Strategies: Evidence from Emerging Markets

Khawaja Mohammad Mustaqeem
Additional contact information
Khawaja Mohammad Mustaqeem: Associate Professor, Department of Marketing, Habibullah Bahar College, Dhaka, Bangladesh

International Journal of Research and Scientific Innovation, 2025, vol. 12, issue 5, 851-861

Abstract: The implementation of generative AI technologies in digital marketing is changing the way businesses interact with customers, but little is known about its utilization and effects in developing nations. This research aims to explore the use of generative AI and businesses in Bangladesh and other emerging economies adopting generative AI for the purposes of their digital marketing strategy. Based on a mixed-methods design, the study integrates quantitatively with 120 marketing experts and qualitatively with 12 senior marketing executives. The results also show that 68% of businesses in our sample are employing generative AI tools, most commonly for automated content generation, personalized campaigns, and customer engagement. But obstacles such as high deployment costs, trained workforce shortage, and data privacy fears continue to inhibit mainstream acceptance. The report reveals that companies using AI have seen a 23% lift in customer interaction ratios and an improvement of marketing ROI. These results underline the potential of generative ai in promoting marketing effectiveness in emerging markets and the importance of targeted training, more transparent regulatory engagements and affordable technology choices. The paper provides some guidelines for marketers and governments that wish to leverage AI-based marketing in these regions.

Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijrsi/d ... -issue-5/851-861.pdf (application/pdf)
https://rsisinternational.org/journals/ijrsi/artic ... om-emerging-markets/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjc:journl:v:12:y:2025:i:5:p:851-861

Access Statistics for this article

International Journal of Research and Scientific Innovation is currently edited by Dr. Renu Malsaria

More articles in International Journal of Research and Scientific Innovation from International Journal of Research and Scientific Innovation (IJRSI)
Bibliographic data for series maintained by Dr. Renu Malsaria ().