[ 19th September 2022 by Yan Ke 0 Comments ]

Application of AI technology in modern digital marketing environment, Dr. Kiran Nair and Dr. Ruchi Gupta

Dr. Kiran Nair
Abu Dhabi School of Management, Abu Dhabi
United Arab Emirates
Email: kirannairs@hotmail.com
Dr. Ruchi Gupta
Shaheed Bhagat Singh College, New Delhi

DOI: 10.1108/WJEMSD-08-2020-0099

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.
Keywords: Artificial intelligence; Content curation; Propensity modeling; Machine learning; Predictive analytics; Lead scoring; Dynamic pricing.
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

WJEMSD V17 N3 2021 Nair_Gupta.pdf
WJEMSD  V17 N3 2021 Nair_Gupta.pdf
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