Abstract

Artificial intelligence's (AI) fast development has opened a new age of marketing marked by unmatched degrees of personalisation, automation, and data-driven decision-making. This study investigates how artificial intelligence (AI) technologies—from machine learning algorithms and chatbots to predictive analytics and recommendation systems—are changing customer interaction in digital marketing environments. We show the transforming power of artificial intelligence in improving consumer experiences, streamlining marketing efforts, and building brand loyalty by means of case studies, present industry practices, and academic research. Moreover, the study looks at ethical issues such data protection, algorithmic bias, and openness that follow AI use in marketing.

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