Work

The Convergence of Artificial Intelligence and Digital Marketing

Year: 2024

Type: article

Abstract: Indonesia has witnessed significant growth in internet penetration, with over 212 million users connected online. This digital boom has been driven by e-commerce, which accounted for 52% of the country's gross merchandise value in 2024, reaching a staggering 1,155 trillion rupiah. To sustain this momentum, e commerce players are adopting digital marketing strategies. The integration of artificial intelligence and big data is being explored to enhance consumer services. This study examines the strategies for integrating artificial intelligence in digital marketing. Using a qualitative descriptive approach based on literature review, our research identifies three key strategies that manufacturers can employ to improve marketing services and provide a seamless shopping experience: (1) leveraging AI-based social media analysis tools; (2) optimizing Search Engine Optimization; and (3) utilizing AI-powered chatbots.

Source: Proceeding of The International Seminar on Business Economics Social Science and Technology (ISBEST)

DOI: 10.33830/isbest.v4i1.3266

Author: Muhammad Rif’an

Institution: Indonesia Open University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: diamond

OpenAlex ID: W4404087577

FWCI: 2.233

Cites:

Cited by: 3

Related to: 10