UTILIZATION OF ARTIFICIAL INTELLIGENCE (AI) TECHNOLOGY IN DESIGNING DIGITAL MARKETING STRATEGIES

Abstract

This article discusses the role of Artificial Intelligence (AI) in improving the effectiveness of digital marketing strategies through content personalization, market trend prediction, and marketing automation. This research was conducted using a literature review method, utilizing various studies related to AI and digital marketing. Results show that the use of AI significantly affects purchase decisions, customer loyalty, and operational efficiency. The article also highlights the challenges of AI implementation, such as high costs and data security risks, and provides recommendations to maximize the application of this technology.