AI technology in the current digital marketing environment
Abstract
Purpose The goal of this paper is to investigate the various applications of artificial intelligence (AI) to social media and digital advertising professionals and agencies in order to specialise to an advanced level while maintaining collaboration and creativity in order to provide a better return on investment. Design/methodology/approach Some digital marketers are still unaware of the significance of AI application, while others just do not know how to deploy it. AI is presently causing considerable upheaval in digital and social media marketing throughout the world. Findings The report identifies the many AI applications in the field of digital media marketing based on a survey of the literature. Originality/value This article can help social media marketers apply AI applications to improve the effect of their digital marketing campaigns.
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