El impacto y tendencias de la Inteligencia Artificial (IA) en el Marketing Digital

This review article aims to explore the impact and trends of Artificial Intelligence (AI) in digital marketing, identifying how it is transforming companies' strategies and practices. The methodology employed was the PRISMA approach, which allowed for a systematic review of relevant studies on the topic, gathering and analyzing information from various academic sources. The main findings highlight that AI has revolutionized key areas such as experience personalization, marketing process automation, predictive analytics for decision-making, and content creation. It is observed that AI-based personalization enhances the relevance of campaigns and customer satisfaction, while automation optimizes operational efficiency. Furthermore, predictive analytics helps anticipate consumer behaviors and market trends. However, concerns about ethics and privacy also emerge, particularly related to the use of personal data. In conclusion, although AI offers significant benefits in digital marketing, companies must adopt responsible and transparent approaches to manage ethical risks and ensure consumer trust.