The Impact of Artificial Intelligence in Marketing and Advertising

Artificial Intelligence (AI) is revolutionising the marketing and advertising sectors by enabling enhanced personalization, real time insights, and automation of complex processes. This paper investigates the methodologies, applications, and challenges of implementing AI in marketing, focusing on its role in data driven decision making, programmatic advertising, and customer engagement. Ethical considerations such as data privacy, algorithmic bias, and transparency are also addressed. The findings provide actionable insights into leveraging AI to improve marketing efficiency and effectiveness while maintaining consumer trust.