Endurance of digital marketing with artificial intelligence

In recent years, artificial intelligence (AI) has emerged in several areas, including technology, industry, medicine, automobiles, education and digital marketing. AI is becoming increasingly popular, helping to predict buying behaviors and offering a range of benefits to digital marketing. This paper aims to investigate the impact of AI and the integration of new technology in digital marketing to add value to businesses and enhance marketing efforts. In particular, it looks at how AI is used in digital marketing and how it is changing the future of digital marketing. In conjunction with one another, these AI technologies improve performance above and beyond what is possible with digital marketing alone. The findings reveal that AI has benefited customer value creation, improved service quality, operational area, lead generation and search optimisation. AI should be appropriately used in digital platforms, which will positively impact the quality of buyer’s lifestyles.