Integration of Artificial Intelligence in Digital Marketing: A Systematic Literature Review

Putu Yogi Agustia Pratama

Abstract


The integration of Artificial Intelligence (AI) into digital marketing spans multiple functional areas, such as advanced data analytics, targeted market segmentation, personalized content delivery, forecasting consumer behavior, automated customer interaction via chatbots, and behavior-driven programmatic advertising. Using a Systematic Literature Review (SLR) methodology, this study investigates the incorporation of Artificial Intelligence (AI) into digital marketing techniques. The results show that AI has developed into a strategic facilitator of customization, predictive analytics, content automation, and customer experience management rather than a supplemental tool. The review categorizes insights into four main thematic areas: (1) the implementation of AI on digital marketing strategies, (2) the impact of AI in marketing performance and customer experience, (3) the challenges in AI integration, and (4) gap in AI adoption between developed and developing countries. While AI presents immense potential to transform marketing practices, several issues, such as data quality, algorithmic bias, privacy concerns, and digital infrastructure limitations remain pressing.


Keywords


Artificial Intelligence; AI on Digital Marketing; Digital Marketing

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References


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DOI: https://doi.org/10.20961/bfde.v6i1.104158

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