International Journal of Scientific Research and Engineering Development

Artificial intelligence (AI) is transforming digital marketing by enabling businesses to better understand customer behaviour and deliver highly targeted content. Evidence from research conducted across different countries shows that AI tools such as chatbots, personalized recommendations, and advanced data analytics play a significant role in reshaping modern marketing strategies. Companies that adopt AI report improvements in customer engagement, operational efficiency, and sales performance. While AI is highly effective at processing large datasets and automating repetitive tasks, it cannot replace the human element.
Challenges remain in regions with limited technological infrastructure or inadequate digital skills, although continuous efforts are being made to bridge these gaps. Most experts agree that AI will complement marketers rather than replace them. Despite its many capabilities, AI still lacks the creativity, emotional understanding, and value-based judgment that humans bring to marketing. Therefore, the synergy between AI and human expertise remains essential for meaningful, ethical, and effective digital marketing practices.