Abstract

In recent years, Artificial Intelligence has emerged as one of the main drivers of transformation in organizational marketing, enabling process automation, advanced data analysis, and personalized communication with customers. The aim of this study is to examine the impact of AI tools on digital marketing, considering their influence on business strategies and consumer interactions. To achieve this, a technical analysis was conducted based on technical specifications and usage documentation for various platforms employed by organizations for digital marketing activities. The study revealed that general- purpose tools offer flexibility, scalability, and a high degree of customization, while specialized tools deliver quicker results – especially for companies without robust technical teams. Moreover, the successful adoption of these technologies is closely tied to an organization’s ability to invest in data governance, team training, and practices aligned with ethics and sustainability.

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