ROLE OF AI IN DIGITAL MARKETING

The primary aim of this study is to examine existing research that emphasizes the growing importance ofArtificial Intelligence (AI) in the field of digital marketing. In recent years,AI has developed into a transformative technology that is influencing various industries, particularlymarketing. It enables businesses to handle vast amounts of data efficiently, identify meaningful patterns,and make informed strategic decisions. As a result,AI has significantly altered how organizations engage with customers in the digital space.This research is based on a review of 26 academic studies published between 2017 and 2023. Using alibrary-based methodology, the paper analyzes previous scholarly work to understand how AI is beingintegrated into digital marketing practices.The findings suggest that AI is playing a key role in enhancing customer engagement, improvingmarketing strategies, and increasing overall business performance.The study further explores different applications of AI in digital marketing. These include generatingcustomized content, implementing chatbots to provide instant customer support, utilizing predictiveanalytics for effective audience segmentation and targeting, and applying recommendation systems tooffer personalized product suggestions.In addition, the paper discusses the advantages of adopting AI, such as improved efficiency and bettercustomer insights, along with the challenges, including data privacy concerns and technologicalcomplexities.