A Study on Role of AI in Transforming Digital Advertising Strategies

ABSTRACT The rapid evolution of artificial intelligence (AI) has significantly reshaped the digital advertising landscape, offering new opportunities for businesses to enhance efficiency, personalization, and customer engagement. This dissertation explores the transformative role of AI in digital advertising strategies, focusing on its impact on targeting precision, content creation, campaign automation, and real-time analytics. Through a combination of secondary data analysis and case studies, the study highlights how AI technologies—such as machine learning, natural language processing, and predictive analytics—enable marketers to understand consumer behavior better and deliver hyper-personalized experiences. The research also examines the ethical challenges and limitations of AI in advertising, including data privacy concerns and algorithmic bias. The findings underscore the importance of strategic AI integration to maintain competitiveness in the digital marketing arena. This study contributes to a deeper understanding of how businesses can leverage AI to revolutionize their advertising approaches and improve overall marketing performance. KEYWORDS: Artificial Intelligence, Digital Advertising, Personalization, Targeting Precision, Content Creation, Campaign Automation, Real-time Analytics, Machine Learning, Natural Language Processing, Predictive Analytics, Consumer Behaviour, Data Privacy, Algorithmic Bias, Marketing Performance