Abstract
In an era where Artificial Intelligence (AI) interest is rapidly rising and is often seen as the catalyst for the 4th Industrial Revolution, this study examines the AI impact on Digital Marketing (DM) through a qualitative research methodology. Through detailed in-depth interviews with 10 experts in AI and DM from various industries, it was found that AI significantly influences marketing functions, skills, and capabilities, with expectations of continued development in the future. The study highlights that AI significantly boosts the efficiency and effectiveness of DM activities, providing a detailed understanding of the audience and allowing for real-time customization/personalization of the customer experience. The investment in training marketing professionals need to be emphasized, pointing out AI's potential to bring about major changes within organizations. Implementing AI demands financial, time, and resource investments, with the challenges and limitations differing depending on the organization's size. Despite this, AI integration should be approached strategically, cautiously, ethically, and transparently, underlining the current difficulties organizations face in creating adoption strategies. The study also raises ethical issues, especially concerning data monopolization and the risk of its misuse, either intentionally or unintentionally. It also addresses practical concerns, such as employees' fear and resistance regarding job displacement and loss due to AI adoption.
Recommended Citation
Aleixo, J. E.; Reis, J. L.; Teixeira, Sandrina; and Lima, Ana, "The Transformative Impact of Artificial Intelligence on Digital Marketing" (2024). CAPSI 2024 Proceedings. 7.
https://aisel.aisnet.org/capsi2024/7
