The Impact of Artificial Intelligence on Digital Marketing Strategies
Year: 2025
Type: conference-paper
Abstract: This study examines the transformative impact of Artificial Intelligence (AI) on digital marketing strategies, analyzing both opportunities and challenges faced by organizations in AI adoption. Through literature review, survey analysis, and case study examination, this research demonstrates how AI technologies are revolutionizing marketing practices through personalization, automation, predictive analytics, and enhanced customer experiences. While significant benefits are evident, organizations face substantial challenges including technological infrastructure requirements, privacy concerns, high implementation costs, and skills gaps. The findings indicate that 65% of companies regularly use generative AI, with marketing being one of the primary adoption areas. This research provides insights for marketing professionals and organizations seeking to leverage AI technologies effectively.
Authors: Tomás, Frois, Gonçalves Cardoso, Filipe, Cristina, Muñoz, Alba, Martín, Daniel, Moreno, Delia, Ciceovean, Madeira, Filipe
Institution: Instituto Politécnico de Santarém
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: green
OpenAlex ID: W7103980793
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