A STUDY ON TRANSFORMING DIGITAL MARKETING WITH ARTIFICAL INTELLIGENCE

Abstract

The tracking of customer journeys has become increasingly difficult due to the evolving marketing landscape. The market is expanding, providing customers with numerous new shopping options in digital markets. Customers express their desires, attitudes, and beliefs through various channels and media, as the demand for exceptional customer experience grows across all digital platforms. Artificial intelligence (AI) is the solution to improving the digital experience and delivering personalized content. This seemingly endless source of customer-curated data is continually expanding. Many marketers are utilizing AI to extract and utilize this information. AI enables businesses to gather and act on detailed real-time customer insights, allowing them to develop customized digital marketing experiences. While businesses have a long way to go before, they fully embrace AI-based applications, many recognize the significant benefits of integrating AI into digital marketing practices to create an exceptional customer experience during the purchasing process. This literature review focuses on AI-based digital marketing applications that can enhance the online customer experience throughout the customer decision journey and examines how AI-integrated digital marketing influences consumer buying behavior.