THE ROLE OF AI IN MODERN MARKETING

Abstract

This research aims to discover the potential and the contemporary use of AI in digital marketing and its effect on trust and privacy, brand images, and customers’ satisfaction. The use of Machine Learning, Predictive, Analytics and Natural Language Processing are today being integrated into marketing frameworks and this is the reason why companies are able to market target and focused efforts. However, these innovations create many ethical and privacy issues for its users mostly on aspects to do with protecting user information and how AI works. The study analyzes the benefits and threats of implementing AI for customer engagement and to optimize marketing activities regarding benefits and threats of AI implementation.