UTILISING ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING STRATEGY: OPPORTUNITIES AND CHALLENGES FOR MARKETERS

Abstract

This study explores the integration of artificial intelligence (AI) in digital marketing, focusing on its impact on marketing practices and the evolving roles of marketers. The research aims to provide insights for professionals and academics by examining how AIdriven content marketing strategies affect consumer behavior, specifically purchase intentions. It hypothesizes that these strategies positively influence purchase intentions through brand awareness, customer retention, and engagement. Using qualitative analysis, case studies, and partial least square structural equation modeling (PLS-SEM), the study investigates the extent to which AI-driven marketing influences purchase intention. The results indicate that AI significantly transforms marketing operations, enhances consumer value, and drives the shift from traditional to digital marketing. PLS-SEM analysis shows that AI-driven content marketing substantially increases brand awareness, retention, and engagement, with its impact on purchase intentions being primarily indirect (Chintalapati & Pandey, 2022; Kumar et al., 2024). The study offers actionable recommendations for stakeholders to adapt to AI-driven marketing and emphasizes understanding indirect influences on purchase decisions.