Exploring the role of AI in shaping future marketing strategies: evaluations and outlooks

In the contemporary era, the advent of artificial intelligence (AI) is precipitating profound shifts in numerous sectors, mainly marketing, where personalisation and decision-making are undergoing radical transformations due to novel technologies. This study aims to examine the opportunities and challenges associated with the integration of AI into marketing strategies. The research revealed AI's impact on personalising marketing content, enabling companies to foster more profound consumer interactions. The study then examined AI's role in decision-making, where using sophisticated analytical tools leads to more justified and effective strategies. The article's conclusions indicate that AI has the potential to enhance the effectiveness of marketing campaigns, mainly through the personalisation of consumer interactions and the optimisation of marketing operations. The research provides a framework for further scientific investigation in this field, focusing on developing effective regulations and standards that will enable the realisation of AI's potential in marketing while minimising the risk of adverse effects.