Unveiling the Potential of Artificial Intelligence in Digital Marketing for Universitas Terbuka

Abstract

The rapid advancement of digital technology and artificial intelligence (AI) moving at an incredibly fast pace. AI have revolutionized various industries and the field of marketing is no exception. This study aims to explore the potential advantages of utilizing AI in the digital marketing strategies of Universitas Terbuka. The study explores the personalization, predictive analytics, sentiment analysis, segmentation and targeting using AI in digital marketing of Universitas Terbuka. Universitas Terbuka can gain valuable insights into student preferences, behaviours, trends to create digital marketing strategies efficiently. Based on the trends in Google search engine over a year, the peak of searched the most for Universitas Terbuka on Google were North Kalimantan, Bengkulu, Bangka Belitung, Papua, and East Kalimantan. The cities that searched the most for Universitas Terbuka on Google were Bontang, Tarakan, Pangkal Pinang, Cibinong, and Balikpapan. Embracing AI-driven approaches can enhance student engagement, improve marketing effectiveness, and ultimately fulfill the university's mission of providing accessible and high-quality education to learners from all walks of life.