Artificial intelligence in innovative e-marketing

Innovative e-marketing is in constant flux, adapting to changing consumer behaviours, technological advancements, and market dynamics. AI empowers marketers to make data-driven decisions, personalise customer experiences at scale, optimise advertising campaigns, and ultimately, enhance the overall customer journey. Therefore, this paper explores the impact of AI on innovative e-marketing. Another research question of this paper is what areas are attractive in marketing e-communications for the implementation of AI. For this purpose, we conducted an online survey on 132 marketers in Ukraine. Hypothesis testing is done by using partial least squares-structural equation modelling (PLS-SEM). The findings in this study confirm the existence of a positive and significant effect of AI on innovative e-marketing but should be implemented first in advertising - work with data; PR - monitoring of publicity; social networks - statistics generation. Several implications are also presented at the end of the paper.