THE FUTURE OF GENERATIVE AI IN DIGITAL MARKETING: CHALLENGES AND OPPORTUNITIES

This paper examines the impact of generative artificial intelligence (AI) in digital marketing, focusing on both opportunities and challenges. Generative AI, which creates new content such as text, images, and videos, enables improved personalization and automation in marketing. Tools like ChatGPT and DALL-E streamline content production and provide real-time, tailored interactions. However, challenges such as data privacy, ethical concerns, and lack of transparency in AI decision-making arise with the use of these technologies. This paper analyzes key AI tools in various marketing areas, evaluates their effectiveness, and discusses the ethical and legal implications of their use. While AI offers significant opportunities for innovation, responsible use and human oversight are essential for long term success in digital marketing.