A STUDY OF ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING WITH REFERENCE TO RECENT TRENDS IN AMAZON

The advent of Artificial Intelligence (AI) has revolutionized the digital marketing landscape, enabling businesses to personalize customer experiences, optimize marketing strategies, and enhance consumer engagement. This study examines the role of AI in digital marketing, with a specific focus on recent trends in Amazon. A mixed-methods approach was employed, combining secondary data from Amazon's annual reports and industry reports with primary data from surveys and interviews with Amazon marketers. The findings reveal that AI-powered digital marketing strategies, such as personalized product recommendations, predictive analytics, and chatbots, have significantly enhanced customer experiences and driven business growth on Amazon. The study provides insights into the current state of AI adoption in digital marketing on Amazon and offers recommendations for marketers and businesses to leverage AI in digital marketing. Keywords: Artificial Intelligence, Digital Marketing, Amazon, Personalization, Predictive Analytics, Chatbots.