A Comprehensive Review of AI Models and Types in Digital Marketing: Enhancing Personalization and Automation

Abstract

This research identifies and reviews various Artificial Intelligence (AI) models and their applications in digital marketing, highlighting how it works, advantages/ disadvantages, and practical examples. In the context of the increasing use of AI in the marketing sector, it is essential to understand how this technology can meet the evolving needs of digital marketing. The primary problem investigated is the challenges and opportunities faced by companies in implementing AI for more effective marketing strategies. The novelty of this research lies in the in-depth analysis of diverse AI models that have not been extensively explored in marketing literature. This study employs a qualitative descriptive methodology. Primary and secondary data sources were collected through observation, documentation, and online data search techniques. The collected data were processed and analyzed by describing AI models and their implementation in digital marketing. Research findings indicate that while AI can enhance efficiency and personalization in marketing, there are challenges related to implementation and ethics that must be addressed. The conclusion emphasizes the need for integrating marketing strategies with ethical and transparent approaches. The main takeaway is that the prudent use of AI can enhance consumer engagement and the success of digital marketing initiatives.