Application of AI technology in modern digital marketing environment

Abstract

Purpose

The purpose of this paper is to explore the various application of artificial intelligence (AI) to social media and digital advertising professionals and agencies to specialize to an advanced degree and maintain collaboration and creativity to bring a better return on investment.

Design/methodology/approach

Digital marketers are still oblivious to the importance of AI application, while some others simply do not know how to implement it. AI is currently acting as a significant disruption in digital and social media marketing worldwide.

Findings

Based on the literature review, the paper identifies the various AI applications in the field of digital media marketing.

Originality/value

This paper can serve as a useful guide for social media marketers to implement AI applications to impact digital marketing strategies better.

Citation

Nair, K. and Gupta, R. (2021), "Application of AI technology in modern digital marketing environment", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 17 No. 3, pp. 318-328. https://doi.org/10.1108/WJEMSD-08-2020-0099