AI-Powered Digital Marketing: Unlocking Potential and Addressing Hurdles

This study examines how artificial intelligence is reshaping the landscape of digital marketing, with particular focus on its capacity to improve personalization, streamline automated processes, and support data-informed strategic decisions. By incorporating technologies such as machine learning, predictive modeling, and generative tools, marketers are now better equipped to deliver individualized content, enhance campaign efficiency, and respond to consumer behavior more effectively. At the same time, the growing reliance on AI introduces critical challenges, including issues of data ethics, algorithmic fairness, transparency, and organizational preparedness. This paper provides an integrated analysis of these developments, offering insights into both the benefits and complexities that AI brings to contemporary marketing practices.