The Application of Artificial Intelligence in Marketing: Potentials and Challenges in The Digital Age

Abstract

In the digital age, artificial intelligence (AI) creates unparalleled potential for the marketing sector. AI tools improve marketing tasks and make strategies more effective, like customizing customer experience, automating ads, and helping with complex data analysis. The use of AI in marketing presents considerable hurdles, such as data security risks, ethical dilemmas, and complications associated with the automation of marketing processes. This study seeks to explore significant AI trends in Marketing, evaluate their potential, and investigate the hurdles firms encounter in implementing this disruptive technology. The content of this study can contribute to the marketing area in both academia and industry.