Applying Artificial Intelligence to the Digital Marketing: Opportunities and Challenges for the Marketer

Abstract

The present work aims to explore the role and factors that influence the interaction between marketing and artificial intelligence, the developing role of the marketer in the digital age, and the effects of artificial intelligence on the marketing process. Through a comprehensive marketing analysis, the research highlights the emerging power that Artificial Intelligence is exerting in all the marketing and production phases. The article is divided into three phases: the first phase focuses on the transition from traditional to digital marketing, emphasizing how new technologies had a significant impact on the commercial scene. The focus transitioned to the operational frame of AI into marketing operations, recognizing the latter’s ability to add value throughout the modern consumer’s conversion funnel. Following that, the inquiry yielded exciting ideas for possible future developments. Finally, the presentation provided a complete overview of the transition of marketing to digital and the function of artificial intelligence in this context.