Artificial Intelligence in the Context of Digital Marketing

Abstract

This chapter examines the drivers for the adoption of artificial intelligence (AI) in digital marketing and the challenges that organizations face while implementing AI-based marketing strategies. The chapter begins with an overview of the potential applications connected with using AI in digital marketing, including automation. It then explores the key drivers for the adoption of AI in digital marketing. This chapter also provides a framework for greater adoption of AI in digital marketing. The framework has many well-known components relative to other known AI frameworks but is focused upon digital marketing. The chapter discusses the challenges that organizations face when implementing AI-based marketing strategies. The chapter also explores the potential risks associated with using AI in digital marketing, including algorithmic bias and the risk of over-reliance on AI. Overall, this chapter provides insights into the drivers and challenges of using AI in digital marketing and offers recommendations for organizations looking to implement AI-based marketing strategies.