MALAD KANDIVALI EDUCATION SOCIETY’S

NAGINDAS KHANDWALA COLLEGE OF COMMERCE, ARTS & MANAGEMENT

STUDIES
EMPOWERED AUTONOMOUS

DEPARTMENT OF BUSINESS MANAGEMENT

B.B.A. (Honours) in Business Administration

Certificate
This is to certify that___________________________________ has successfully completed
the Capstone Project as a part of the B.B.A. (Honours.) in Business Administration Semester
VI titled “________________________________________________________” during the
Academic Year 2023-24.

_______________________ Mrs. Dipa Ghanate

Guiding Teacher Coordinator

Prof. Dr. Moushumi Datta

Principal

College Seal
Date:

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 Title
“THE FUTURE OF ARTIFICAIL INTELLEGENCE IN DIGITAL
MARKETING”

By
MANN JATIN SHAH

CAPSTONE PROJECT

Submitted To

Department of Business Management

B.B.A. (Honours) in Business Administration

Nagindas Khandwala College of Commerce, Arts and Management Studies, Mumbai- 400064

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 ACKNOWLEDGEMENT

Thanks to merciful lord for all the countless gifts that you have offered me, and thanks
to my family for the love and support.
Secondly I would like to thanks “UNIVERSITY OF MUMBAI “for giving me this
opportunity of creating this project. This is something that has been done by me on a
practical basis, I’ve utilized the knowledge that is provided to us and made this
project. This has been a practical experience of me in relation to the knowledge that
is taken from books.

In making this project report a lot of people have contributed by giving me the require
knowledge and time. I would like to thank all of them. It is my great pleasure to
acknowledge my deepest thanks to them.

I also wish to extend my appreciations to the management and staff of my college,

especially our principal “Name of the principal”, for his kind co- ordination and
support.

My special thanks to my lovely Parents for their unconditional love and support. It is
because of their assistance and competence that I have reached this milestone and
most important thanks to our Program Name Course “Co- ordinator Name” for all
the help and guidance.

I would like to express my gratitude and sincere thanks to my project guide “Name”
for instilling confidence in me to carry out this study and extending valuable guidance
and encouragement from time to time, without which it would not have been possible
to undertake and complete this project.
I would also like to thank my College Library, for having provided various reference
books and magazines related to my project.

Last but not the least my peers and friends for their valuable comments and
suggestions for making this a cherishable experience for me.

Mann Jatin Shah

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 EXECUTIVE SUMMARY

The future of AI in digital marketing holds immense promise, revolutionizing the way
businesses connect with consumers. Artificial Intelligence is poised to enhance
personalization, optimize advertising strategies, and streamline customer experiences.
Advanced machine learning algorithms will enable marketers to analyze vast datasets,
extracting valuable insights for targeted campaigns and improved ROI. AI-driven
chatbots and virtual assistants will redefine customer interactions, providing real-time
support and enhancing engagement.

Moreover, predictive analytics powered by AI will enable marketers to anticipate

consumer behavior and tailor content accordingly, maximizing the impact of marketing
efforts. As technology evolves, AI will play a pivotal role in deciphering complex
patterns, allowing for more accurate audience segmentation and hyper-personalized
content delivery.

Ethical considerations and data privacy will be crucial focal points, necessitating a
balance between personalized marketing and respecting user privacy. Businesses that
harness the potential of AI in digital marketing will gain a competitive edge by staying
ahead of trends, adapting strategies in real-time, and delivering more relevant and
meaningful experiences to their target audience. The future landscape of AI and digital
marketing promises a dynamic synergy that will redefine the industry, fostering
innovation and efficiency.

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 INDEX
CHAPTER NO. TOPIC. PAGE
NO.

ACKNOWLEDGEMENT

EXECUTIVE SUMMARY

CHAPTER 1 FOUNDATION OF AI

1.1 DEFINITION OF AI

1.2 EVOLUTION OF AI

1.3 MACHINE LEARNING

1.4 DEEP LEARNING

1.5 COMPUTER VISION

1.6 ROBOTICS AND AUTOMATION

CHAPTER 2 LITERATURE REVIEW

CHAPTER 3 FOUNDATION OF DIGITAL MARKETING

3.1 DEFINATION OF DIGITAL MARKETING

3.2 EVOLUTION OF DIGITAL MARKETING

3.3 TYPES OF DIGITAL MARKETING

CHAPTER 4 AI TECHNOLOGIES IN DIGITAL MARKETING

4.1 ROLE OF AI IN DIGITAL MARKETING

EXAMPLES OF AI IN DIGITAL MARKETING

4.2

CHAPTER 5 THE IMPACT OF AI ON CONSUMER

BEHAVIOR
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 5.1 CHANGING CONSUMER EXPECTATIONS

5.2 USER EXPERIENCE AND AI

5.3 BRAND LOYALTY AND TRUST

5.4 SOCIAL MEDIA INFLUENCE

CHAPTER 6 EMERGING TRENDS IN DIGITAL MARKETING

6.1 AUGMENTED REALITY (AR)

6.2 VIRTUAL REALITY (VR)

DIFFERENCE BETWEEN AUGMENTED

REALITY (AR) AND VIRTUAL REALITY (VR)
6.3

6.4 BLOCKCHAIN IN MARKETING

5G TECHNOLOGY AND ITS IMPLICATIONS

6.5

EDGE COMPUTING IN DIGITAL MARKETING

6.6

CHAPTER 7 FUTURE PREDICTIONS AND SPECULATIONS

OF AI

FUTURE PREDICTIONS AND SPECULATIONS

CHAPTER 8 OF DIGITAL MARKETING

FUTURE PREDICTIONS AND SPECULATIONS

CHAPTER 9 OF AI IN DIGITAL MARKETING

CHAPTER 10 RESEARCH METHODOLOGY

CHAPTER 11 EXAMPLES OF AI IN DIGITAL MARKETING

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CHAPTER 1 | FOUNDATION OF AI

1.1] DEFINING ARTIFICIAL INTELLIGENCE (AI):

AI encompasses a wide range of concepts and capabilities, making a single, universal

definition elusive. However, here are some common approaches:

• Functionality: AI refers to the ability of machines to mimic human cognitive functions

like learning, problem-solving, decision-making, and perception.
• Engineering: AI is the science and engineering of creating intelligent machines,
especially computer programs.
• Behavior: AI is the intelligence demonstrated by machines, encompassing aspects
like learning, adapting, and responding to stimuli.

1.2] EVOLUTION OF AI:

AI has undergone a fascinating journey, marked by periods of both progress and

setbacks:

Early days (1950s): The term "AI" was coined in 1956, and early research focused on
symbolic reasoning and game playing (e.g., checkers-playing program). Golden age
(1960s): Optimism peaked, but limitations in computing power led to the "AI winter" in
the 1970s. Expert systems (1980s): Narrow AI systems thrived, excelling in specific
domains like medical diagnosis or financial trading. Machine learning (1990s-present):
The rise of powerful algorithms and computational resources fueled renewed progress.
Techniques like neural networks and deep learning led to advancements in areas like
natural language processing, computer vision, and robotics.

Key Milestones:
• 1950: Alan Turing proposes the Turing Test, an early attempt to define machine
intelligence.
• 1966: ELIZA chatbot simulates a psychotherapist, raising questions about human-
computer interaction.
• 1997: Deep Blue becomes the first computer to defeat a reigning world chess
champion (Garry Kasparov).
• 2011: IBM's Watson wins Jeopardy!, showcasing the power of natural language
processing.
• 2016: AlphaGo defeats Lee Sedol, a Go champion, demonstrating AI's capabilities in
complex games.

Today, AI continues to evolve rapidly, impacting various fields from healthcare and
transportation to finance and entertainment. The future holds exciting possibilities,
while ethical considerations and responsible development remain crucial aspects of
this ever-evolving technology.

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1.3] MACHINE LEARNING:

Machine Learning is a branch of artificial intelligence (AI) and computer science which
focuses on the use of data and algorithms to imitate the way that humans learn,
gradually improving its accuracy.

Machine learning (ML) is a field of study in artificial intelligence concerned with the
development and study of statistical algorithms that can learn from data
and generalize to unseen data, and thus perform tasks without explicit
instructions. Recently, generative artificial neural networks have been able to surpass
many previous approaches in performance.

Machine learning approaches have been applied to many fields including large
language models, computer vision, speech recognition, email filtering, agriculture, and
medicine, where it is too costly to develop algorithms to perform the needed tasks. ML
is known in its application across business problems under the name predictive
analytics. Although not all machine learning is statistically based, computational
statistics is an important source of the field's methods.

The mathematical foundations of ML are provided by mathematical

optimization (mathematical programming) methods. Data mining is a related (parallel)
field of study, focusing on exploratory data analysis through unsupervised learning.
From a theoretical point of view probably approximately correct learning provides a
framework for describing machine learning.

Machine learning approaches are traditionally divided into three broad categories,
which correspond to learning paradigms, depending on the nature of the "signal" or
"feedback" available to the learning system:

 Supervised learning: The computer is presented with example inputs and their
desired outputs, given by a "teacher", and the goal is to learn a general rule
that maps inputs to outputs.

 Semi-Supervised Learning: The majority of training data sets, labels are absent
but few inputs data are labelled. Example: Webpage classification in educational
or shopping or forum or medical domain. Labelled data detects a specific group
of webpage types present in the data set and classify them. Unlabelled data
define the boundaries to those types of web pages and identify new types of web
pages that may be unidentified in existing labelled data.

 Unsupervised learning: No labels are given to the learning algorithm, leaving it

on its own to find structure in its input. Unsupervised learning can be a goal in
itself (discovering hidden patterns in data) or a means towards an end (feature
learning).

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  Reinforcement learning: A computer program interacts with a dynamic
environment in which it must perform a certain goal (such as driving a vehicle or
playing a game against an opponent). As it navigates its problem space, the
program is provided feedback that's analogous to rewards, which it tries to
maximize.

1.4] DEEP LEARNING:

Deep learning is a method in artificial intelligence (AI) that teaches computers to

process data in a way that is inspired by the human brain. Deep learning models can
recognize complex patterns in pictures, text, sounds, and other data to produce
accurate insights and predictions.

Deep learning is the subset of machine learning methods based on artificial neural
networks with representation learning. The adjective "deep" refers to the use of multiple
layers in the network. Methods used can be either supervised, semi-supervised or
unsupervised.

Deep-learning architectures such as deep neural networks, deep belief networks,

recurrent neural networks, convolutional neural networks and transformers have been
applied to fields including computer vision, speech recognition, natural language
processing, machine translation, bioinformatics, drug design, medical image analysis,
climate science, material inspection and board game programs, where they have
produced results comparable to and in some cases surpassing human expert
performance.

Artificial neural networks (ANNs) were inspired by information processing and

distributed communication nodes in biological systems. ANNs have various differences
from biological brains. Specifically, artificial neural networks tend to be static and
symbolic, while the biological brain of most living organisms is dynamic (plastic) and
analogy. ANNs are generally seen as low quality models for brain function.

1.5] COMPUTER VISION

Computer vision is a field of artificial intelligence (AI) that enables computers and
systems to derive meaningful information from digital images, videos and other visual
inputs — and take actions or make recommendations based on that information. If AI
enables computers to think, computer vision enables them to see, observe and
understand.

Computer vision works much the same as human vision, except humans have a head
start. Human sight has the advantage of lifetimes of context to train how to tell objects
apart, how far away they are, whether they are moving and whether there is
something wrong in an image.

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Computer vision trains machines to perform these functions, but it has to do it in much
less time with cameras, data and algorithms rather than retinas, optic nerves and a
visual cortex. Because a system trained to inspect products or watch a production
asset can analyze thousands of products or processes a minute, noticing
imperceptible defects or issues, it can quickly surpass human capabilities.

Computer vision is used in industries ranging from energy and utilities to

manufacturing and automotive – and the market is continuing to grow. It is expected to
reach USD 48.6 billion by 2022.

1.6| ROBOTICS AND AUTOMATION

Robotics and automation in AI involves using artificial intelligence (AI) and robotic
technology to automate or replace manual labour processes.

Robotics and Automation involve the use of intelligent systems and machines to
perform tasks autonomously. This section explains the integration of AI in robotics, the
role of automation in various industries, and the impact on workforce dynamics. It
explores how AI-driven robotics contribute to efficiency, safety, and innovation in tasks
ranging from manufacturing to service-oriented roles.

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CHAPTER 2 | LITERATURE REVIEW
There are lots of advantages of digital marketing which enables marketers to reach
customers at low cost over traditional marketing. Digital marketing is playing vital role
in growing business. In marketing AI is also playing vital role through more intelligent
search’s engine, chatbots, personalization, programmatic advertising, creating and
generating content, web designing, email marketing campaigns, dynamic pricing,
predicting customer behavior etc. Artificial intelligence enables businesses to gain a
clear and precise understanding of their customers' needs, enhancing their sales and
revenues. This paper focuses on the application areas of artificial intelligence in
digital marketing environment and the impact of artificial intelligence in digital
marketing world. Artificial intelligence enables digital marketers to gain a clear and
precise understanding of their customers' needs, enhancing their sales and revenues.

Today's jobs are becoming increasingly data-driven, automated and intelligent. The
main source of new jobs has a direct impact on the economy (Kumar et al., 2019;
Paschen et al., 2019). Technological advances continue to create vertical shifts in the
evolution of business and provide strong evidence that business can be better
equipped with artificial intelligence (AI) operations (See, 2017; Wirth, 2018).
According to previous research, “When technology works on a personal level, it
creates a beautiful connection with users, and when marketers use this connection,
there is the ability to create a large customer base” (Kumar et al., 2019, p. 137).
Advanced artificial intelligence and business innovation can quickly adapt to business
needs, providing communications and solutions that are important and beneficial to
people (Epstein, 2018). Director of the Business Artificial Intelligence Institute
proposed a new business mix that includes planning, production, personalization,
promotion and performance (5Ps) (Roetzer, 2017).
Apart from the huge opportunities available as a growing economy (Kumar et al.,
2019; Pitt et al., 2018), the importance of the topic of artificial intelligence is pushing
the sector to grow and attract more attention from researchers. international concern.
There are many previous studies that have independently evaluated the impact of AI
on economic inequality (Hadi et al., 2019; Hildebrand, 2019; Jarek and Mazurek,
2019; Jones, 2018; Siau, 2017; Stalidis et al., 2015). So far, there has been no
specific study that reveals the impact assessment in the business across the content
and campaign plan. Therefore, it is important to fill this gap by focusing on the use of
data-driven research.
In this Systematic Literature Review (SLR), the authors attempt to evaluate future
topics such as intelligence-based marketing by bringing together: existing research
across action points, action tools, and research points; SLR aims to produce scientific
evidence. We think the evolution of AI-driven business is a key driver of business
success.

Although artificial intelligence seems new, it is not new. The term itself was coined at
the suggestion of an elite group of computer scientists and mathematicians who held
a summer conference in 1956 called the Dartmouth Conference. (Hildebrand, 2019,
p. 11)
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Artificial intelligence can generally be defined as "intelligence perceived by machines"
(Siau, 2017). Russell and Norvig (2003, p. 31) define artificial intelligence as
intelligence that uses sensors to perceive the environment and uses this influence to
influence the environment.
It is the science and engineering of making intelligent machines, especially intelligent
computers. This is related to similar work on using computers to understand human
intelligence, but intelligence is not necessarily limited to biological analysis
techniques. (Stanford, 2007)
Wirth Research (2018) suggests that intelligence at its current stage of development
can replace or augment the skills required to make informed business decisions,
while another research by De Bruyn et al. suggests: critical education and others.
(2020) warn against defining intelligence as simply “intelligence seen by machines”
without adequately defining its boundaries, which could lead to further confusion.
Artificial Intelligence in Business: Urgent Need
Literature research and explanation on the use of artificial intelligence in business
shows some positive observations:
•
Xu (2020) predicts that global intelligence spending will increase by 28% annually by
2023 It is expected to increase to 98 billion US dollars with a growth rate of over .4.
•
Reported by Balakrishnan et al. McKinsey Analytics (2020) reports that 50% of
companies have adopted AI in at least one of their business functions, and 75% of
businesses using AI experience a 10% improvement in customer service (Christopher
Stancombe, 2017). >•
The greatest potential of artificial intelligence lies in its ability to learn from big data
(Davenport et al., 2020; Shah and Shay, 2019). Businesses expect the return on
investment (ROI) of using artificial intelligence to be 99% in the next five years and
187% in the next 10 years (Teradata, 2017).
•
Artificial Intelligence has replaced the business-to-business (B2B) human model at
the center of the sales process and is beginning to impact the B2B sales funnel
(Paschen as et al., 2019).
Gijs Overgoor et al. (2019, p.17) 157) defines business AI as “the development of
artificial intelligence to make recommendations and/or business decisions based on
the knowledge users have about their products, competitors, and focal companies.”
Artificial intelligence etc. will become increasingly accurate (Vishnoi and Bagga,
2019) and the application of artificial intelligence in business will become more
possible (Jones, 2018; Kumar et al., 2019; Pitt et al., 2018; Wirth), 2018). Van Esch
(2018) defines artificial intelligence as a multi-concept from the perspective of human-
computer interaction.
From customer experience to business decision-making, artificial intelligence has
affected almost every aspect of business to varying degrees (Hildebrand, 2019; Pitt et
al., 2018).

- SOURCE: journals.sagepub.com

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CHAPTER 3 | FOUNDATION OF DIGITAL
MARKETING

3.1] DEFINING DIGITAL MARKETING:

Any marketing that uses electronic devices and can be used by marketing specialists
to convey promotional messaging and measure its impact through your customer
journey. In practice, digital marketing typically refers to online marketing campaigns
that appear on a computer, phone, tablet, or other device. It can take many forms,
including online video, display ads, search engine marketing, paid social ads and social
media posts. Digital marketing is often compared to “traditional marketing” such as
magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with
traditional marketing.

Digital marketing, also called online marketing, is the promotion of brands to connect
with potential customers using the internet and other forms of digital communication.
This includes not only email, social media, and web-based advertising, but also text
and multimedia messages as a marketing channel.

Essentially, if a marketing campaign involves digital communication, it's digital

marketing.

Digital marketing involves many of the same principles as traditional marketing and is
often considered an additional way for companies to approach consumers and
understand their behavior. Companies often combine traditional and digital marketing
techniques in their strategies. But digital marketing also comes with its own set of
challenges. Digital marketing started to become popular with the widespread adoption
of the internet in the 1990s.

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3.2] EVOLUTION OF DIGITAL MARKETING:

The concept of digital marketing was first used in the 1990s. With the emergence of
the Internet and the development of the Web 1.0 platform, the digital age began. Web
1.0 platforms allow users to find the information they need, but do not allow the
information to be shared on the internet. Until then, marketers around the world were
still undecided about digital platforms. They weren't sure how their idea would work
because the internet wasn't widely used yet.

In 1993, the first clickable banner went live and HotWired purchased some banner
ads for their advertising. This marked the beginning of the industry's transition to the
digital age. As the revolution progressed, new technologies entered the digital market
in 1994. The same year, Yahoo was founded.

Yahoo, "Yahoo's Guide to the World Wide Web", named after its founder Jerry Yang,
received approximately 1 million visits in its first year. This has led to major changes
in the world of digital marketing, with companies optimizing their websites to improve
their search engine rankings. More research and tools were developed in 1996, such
as HotBot, LookSmart, and Alexa.

In 1998, Google was born. Microsoft launched the MSN search engine and Yahoo
introduced Yahoo Web Search. Two years later, the dot-com bubble burst and all
small research was halted or canceled, making more room for big businesses. In
2006, digital marketing experienced its first major growth spurt, with search engine
traffic reportedly reaching approximately 6.4 billion per month. In order not to be left
behind, Microsoft put MSN on the backburner and launched Live Search to compete
with Google and Yahoo.

Then Web 2.0 appeared and people became more active users instead of passive
users. Web 2.0 allows users to interact with other users and businesses. Articles such
as "Super Information Highway" began to appear on the Internet. As a result,
information systems (including those used by digital marketers) increased, and by
2004 online advertising and marketing in the United States alone generated
approximately $2.9 billion in revenue.

Soon social networking sites began to emerge. MySpace was the first social
networking site to emerge, followed by Facebook. Many companies have realized that
all these new websites are starting to open new doors of opportunity to market their
products and brands. It opens new business opportunities and marks the beginning of
a new chapter in business. They need new ways to promote their brand and use
social media with new resources.

Cookies are another important part of digital marketing. Advertisers are already
looking for other ways to take advantage of this new technology. One such
technology is tracking the search habits and usage patterns of frequent Internet users
in order to tailor advertising and marketing information to their tastes. The first cookie
is designed to record user behavior. The use of cookies has changed over the years,
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and today's cookies are included to provide marketers with more ways to collect
customer data.

Products traded digitally are now available to customers. Data compiled by

Marketingtechblog in 2014 shows that social media advertising is the online game in
the United States. Americans spend an average of 37 minutes a day on social media.
99% of digital businesses use Facebook for marketing, 97% use Twitter, 69% use
Pinterest, and 59% use Instagram. 70% of B2C businesses acquire customers from
Facebook. 67% of Twitter users shop mostly from people they follow on Twitter.
83.8% of luxury products are available on Pinterest. The three most popular social
networking sites marketers use are LinkedIn, Twitter, and Facebook.

1990s
The first search engine, Archie, appeared in the 1990s, marking the birth of search.
SEO (Search Engine Optimization) soon followed. The first clickable web advertising
banner was released in 1994. The first social media website was launched in 1997 and
has 3.5 million users. In the 1990s, many sites still in use were discovered, including
web search by Google and Yahoo, both launched before 1998.

Generation Y
A There was a huge financial bubble in the new millennium. However, the bubble
reached its peak and burst between 2000 and 2002, causing many businesses to
collapse. As the industry recovered from the boom, many new websites opened,
including LinkedIn in the 2000s, Myspace and WordPress in 2003, and Facebook in
2004. Mobile SMS marketing became increasingly popular in the early 2000s.

The Working Age

Business and sales continued to increase in the middle of the decade; Amazon's e-
commerce sales exceeded $10 billion. Over the next few years, mobile app culture
expanded as WhatsApp, Instagram and Snapchat were introduced to the digital world.
The mobile digital advertising market is currently worth approximately $200 billion, and
Google Ad Words accounts for 96% of the company's revenue. With approximately 3.1
billion online users, the social network has pioneered the digital marketing revolution.
The rise of bloggers and Instagram has created a $1 billion industry for influencers that
is expected to continue growing. Digital marketing is expected to grow in the coming
years and there will be many innovations and changes in this exciting industry.

3.3] TYPES OF DIGITAL MARKETING:

The digital marketing pipeline has evolved since the 1990s and will continue to
evolve. Here are the eight most common plumbing fixtures today.

Website Marketing
Most companies use their website as an important part of their digital marketing
plans. The most successful websites promote the brand, its products and services in
a clear and memorable way. Today's websites must load quickly, work well on mobile
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devices, and be easy to navigate.

Pay-Per-Click Advertising
Pay-Per-Click (PPC) advertising allows marketers to reach target audiences through
media and advertising through Paid ads on other websites and digital platforms.
Marketers can create PPC campaigns on Google, Bing,
LinkedIn,
This marketing plan may be based on their demographics
(such as age or gender) or specific interests or locations.
The most commonly used PPC services are Google Ads
and Facebook Ads.

Content Marketing
The purpose of content marketing is to attract customers by using written, visual or
video content that appeals to them. This content is usually published on the website
and then promoted through social media, email marketing, search engine
optimization, and even pay-per-click campaigns. Content marketing attempts to be
more subtle than advertising, and the product or service the sponsor is trying to
promote may or may not be important.

Email Marketing
Email marketing is still one of the most effective
marketing methods, but many people engage in
spam and edit messages like this. Many digital
marketers use other digital marketing methods to
collect names for their email lists. They then try to
convert these leads into customers through email
marketing.

Social Media Marketing

The main purpose of social media marketing is
to raise awareness about the business and
build trust. Once you jump into marketing, you
can use it to generate leads and direct
marketing or sales. Posted ads and tweets are
two examples of social media marketing.

Affiliate Marketing
Affiliate marketing is one of the oldest forms of business and the digital world has
given it new life. In affiliate marketing, companies and
“influencers” promote products from other companies
and receive a commission for each sale or new lead
added to their list. Many well-known companies,
including Amazon, have affiliate programs that pay
millions of dollars to affiliates who help sell their
products.

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Video Marketing
Many internet users turn to sites such as YouTube before making a purchasing
decision, learning how to do it, reading reviews or going
on vacation. Marketers can run video marketing
campaigns using one of many video marketing platforms,
including Facebook Videos, Instagram, and TikTok.
Companies achieve the best results by combining video
with SEO, content marketing and social media marketing.

SMS
Companies also use text messages (called SMS or SMS) to send information about
their new products and promotions. Nonprofit organizations and political candidates
also use newsletters to promote themselves and solicit donations. Many ad
campaigns today allow customers to “pay or donate via simple text.

3.4] OBJECTIVES OF DIGITAL MARKETING

To Increase Sales
Increasing sales or leads is a top level digital marketing objective for many
businesses because it improves revenues and is easy to measure. Using key
performance indicators (KPI), you can then benchmark your progress towards
achieving your objective and you can track this in your spreadsheets. An example of a
SMART objective would be: “Increase sales by 10% from existing customers by Dec
2015”
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To Improve conversion rate
This is another digital marketing objective that can be tracked in Google Analytics. By
setting up goal tracking in Analytics, you will have reports on conversions for your
traffic sources, campaigns, keywords, landing pages, locations and so on. With this
data you can then track a conversion rate objective like: “Improve organic traffic
conversion rate by 25% by Nov 2015.

Percentage of return visitors

The New vs. Returning visitors is a metric that is available in Analytics and it is easy
to track. Knowing how many visitors return is an important objective because it helps
you see how effective your business is at visitor and customer loyalty .This helps you
to create a specific and measurable objective that is relevant to your specific industry
and an example is: “15% of visitors should be returners by the end of the year”

Organic traffic volumes

Organic traffic is natural traffic from the search engine result pages. It is considered
as free traffic and is distinct from paid traffic. Lots of businesses have the objective to
increase organic visitor traffic by achieving high search engine rankings through
implementing search engine optimization.
To achieve this requires making changes to your website that are effective at
improving rankings and one of the important ones is including keywords.

To Reduce bounce rate

Bounce rate in analytics is defined as people who enter your site and leave (bounce)
rather than continue viewing other pages. This is an important measure of the quality
of your website, because almost all businesses want their visitors to complete an
action like purchase, contact or download on their websites .The lower the bounce
rate the better and many marketers say that a bounce rate below 50% is good,
however that differs from business to business.

3.5] ADVANTAGES AND DISADVANTAGES OF THE DIGITAL MARKETING:

Pull digital marketing Push digital marketing

Pros: • No restrictions in terms of • Can be personalized -- messages
type of content or size as received can be highly targeted and
the user determine what specific to selected criteria – like a
they want. special offer for females, 21 years
• No technology required to old or over and living in California.
send the content, only to • Detailed tracking and reporting –
store/display it. marketers can see not only how
• No regulations or opt-in many people saw their message
process required. but also specific information about
each user such as their name as
well as demographic and
psychographic data.

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 • High Return on Investment (ROI)
possible – if executed the right way,
push messaging can help drive new
revenue as well as brand
reinforcement.
Cons: • Considerable marketing • Compliance issue – each push
effort required for users to messaging technology has its own
find the message/content. set of regulations, from minor (RSS)
• Limited tracking to heavily controlled (email and text
capabilities – only total messaging)
downloads, page views, • Requires mechanism to deliver
etc. content – the marketer has to use
• No personalization – an application to send the
content is received and message, from an email marketing
viewed the same across all system to RSS feeders.
audiences

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CHAPTER 4 | AI TECHNOLOGIES IN DIGITAL
MARKETING

4.1] ROLE OF AI IN DIGITAL MARKETING

Artificial intelligence has entered nearly every industry and lifestyle. It not only
reduces human intervention in various tasks but also helps people do their jobs
better. Social media, consumer electronics, robotics, travel and transportation,
finance, healthcare, security, surveillance, e-commerce, and other industries are
already leveraging intelligence.

“AI is a tool, it's a technology. It's as useful as the person

putting it to work”
-Clark Boyd, Founder at Novela & Marketing and Management Professor

Artificial intelligence in digital marketing uses artificial intelligence resources such as

data collection, natural language processing, machine learning, and data analysis to
gain insights about customers, business operations, and decision-making processes.
The advantage of artificial intelligence is that it can help you understand the customer
quickly by collecting a lot of information. These can be used to respond and
customize customer needs based on their behavior and preferences. AI can also
leverage feedback and new data to adapt and improve over time.

Artificial intelligence provides marketers with a great opportunity to be profitable and

personal. This means customers will receive relevant content, which may result from
actions, posts or messages on the site. But artificial intelligence cannot replace
human responsibility and effort! It is a tool that supports and enhances technology,
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but using it effectively requires human skills.

The capabilities of AI in Digital Marketing are massive. Below are the ten ways AI is
revolutionizing Digital Marketing.

1) Online Advertising
Online advertising is one of the most important aspects of digital marketing. It helps
businesses reach their target audiences quickly. Most of the online advertising we see
today is driven by a very complex distribution system driven by artificial intelligence,
called “programmatic advertising.” The program supports the purchase and sale of
advertising space. It runs auctions to sell and buy ad space in milliseconds. Before AI
companies are asked to dig deeper, they need to identify the right platform to market
their business. Today, this research is done by artificial intelligence, which eases the
burden on marketers and allows them to focus on other important aspects of their
digital strategy.

2) Personalized User Experience

"Personalization is the new cool." An average of 96% of marketers believe
personalization is key to delivering a great customer experience. Artificial intelligence
makes it possible to understand the likes, dislikes, behaviors, preferences and
activities of millions of people every day. You can do this by location, population,
device, location, etc. It does this by collecting and analyzing user data, including
factors. More personal, a chance for transformation. AI can also help build
relationships with customers.

3) Chatbots Supported by Artificial Intelligence

People often experience confusion between standard chatbots and artificial
intelligence-supported chatbots. AI-powered chatbots are the highest level of
standard chatbots. Unlike standard chatbots, AI-powered chatbots can interact with
users in a human way. Another advantage of these chatbots is that they do not lose
their nerves when users ask questions. AI-powered chatbots can respond to multiple
customer queries simultaneously. Autoresponders are highly personal and can
persuade any user to purchase your product or service.

4) Predictive Analytics
We know that AI is good at crunching numbers and analyzing data. Artificial
intelligence uses statistical models and software to predict a customer's future
behavior by learning their past behavior and characteristics. In this way, AI can help
marketers learn more about their customers, such as the price they want for a
particular product. Based on this information, AI can also predict what customers will
need to upgrade.
Marketers can use this information to create ads and campaigns that attract more
customers and increase the chances of conversion.

5) Web Design
It is impossible to design a website without knowing HTML, CSS and JavaScript. But
artificial intelligence makes this possible. Popular website builders like Wix use
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artificial intelligence to create websites. All we need to input is the content, call to
action, images and page layout. Now your professional website is ready. Wit.ai and
Dialogflow are free AI services from Facebook and Google that developers can use to
build websites.

6) Content Creation
You may want to know how to do this. However, this is true. AI can also create
content for your website, products, services and more. He can also write video review
content for news sites. It can create human-like content by processing terabytes of
data and analyzing thousands of pieces of content. Content that helps you engage
with your users. Popular publications like Associated Press and Forbes already use
content creation tools like Wordsmith, Quill, and Articoolo.

7) Choosing Content
Among all marketing strategies, content marketing has proven to be the most
important investment in delivering high results. The two main areas of content
marketing are content creation and content management. Content is often inspired by
other similar content. Artificial intelligence can also be used to search for content on
topics that interest us. Tools like Concured and BuzzSumo support artificial
intelligence. They help you search for current trending content and recreate, schedule
and then share existing content as planned for future content. Creating content is
difficult. According to Adobe, 47% of marketers think creating content is difficult. AI-
enhanced content can help them create content faster and at scale.

8) Email Marketing Campaigns

In today's age of receiving created emails, people expect emails with
personalized/created content that is relevant to them. By analyzing user behavior and
preferences, AI can help you send customized emails for your email marketing
campaigns. AI analyzes thousands of gigabytes of data to find the right topics and
topics that interest your customers. It can also increase your chances of conversion
by seeing the time, date and frequency of email sending.

9) Voice search quality

According to Gary Vaynerchuck, 1 in every 4 Google searches is a voice search on a
mobile phone, which shows the importance and necessity of voice search. Marketers
need to pay attention to these changing trends. Tools like Google RankBrain can help
you optimize your site for voice search. It will also help you increase organic traffic
through regular searches.

10) E-Commerce
Artificial intelligence can have a huge impact on e-commerce business owners when
used correctly. AI can do everything from creating websites and web content to
providing recommendations for inventory management and providing customer
support. Artificial intelligence also provides e-commerce forecasting, competitive
market research, customer prospecting, etc. can also play an important role in these
fields.

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4.2] EXAMPLES OF AI IN DIGITAL MARKETING

Sephora’s AI Chatbot-Powered Shopping Service

Cosmetics brand Sephora has long understood the power of

artificial intelligence and has used chatbot technology to provide its
visitors with the most personalized experiences and customer
information.

After conducting customer research, the brand realized that many

customers were impressed by Sephora products. The range of
products is very wide and it is necessary to search many pages to
find products that fit certain categories.

Finally, Sephora launched an interactive session featuring

questions with tips and suggestions based on specific answers or answers to help
guide customers through the shopping process.

Due to the success of the program, Sephora now offers its own chatbot-driven
shopping service via Facebook Messenger, which continues to grow.
This AI-powered personal Messenger service includes KitBot, a virtual color assistant,
a booking assistant, and even a chat expert offering makeup tips and advice.

Ada’s AI-Driven Customer Support And Social Media Engagement Platform

Ada is a Toronto-based technology solutions provider that offers a scalable platform

designed to connect to existing business or technology tools and provide customer
support.

In addition to simplifying work and providing human services such as customer

support contact, Ada's AI technology can also use voice chat to further encourage
engagement on social media.

Today, Ada's legacy has helped businesses such as AirAsia, Indigo and Zoom with
customer experience (CX) and social media marketing efforts.
Ada has partnered with Malaysian ride-hailing service Grab. Intelligence-driven
innovation has helped the brand expand its reach in the global market through various
social media channels using multilingual chatbot technology.

The bot-powered technology not only helps expand Grab's products (including food
delivery, bill payment and food delivery), but also enables people to spend on
Facebook Messenger From six new stores around the world.
Thanks to its artificial intelligence-focused approach in business communication,
Grab reduced customer inquiries by 90% and operational costs by 23%. In all of
these, the company has grown towards new goals.

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Starbucks’ AI Voice-Powered Barista Services

Nearly 60 million adults now use voice search at least once a

day. Additionally, 72% of Americans now own some sort of
smart speaker (like Siri or Alexa).

Voice technology is on the rise and those who embrace it will

reap great rewards. Starbucks is no exception.

The coffee giant integrates its most used brands with

Amazon's Alexa technology output to provide additional
customer value to its target audience. As a result, customers
can now use their own My Starbucks Barista service to place
and update orders and verify the location of the store in the
most convenient way, that is, the connection between voice
and chatbot innovation.
< br>Building on the success of the My Starbucks Barista app, the company has
added AI-powered Masrena II espresso machines (basically machines that add
ordering capabilities) to thousands of stores. It gives customers greater consistency
and makes coffee making easier.

With 31.2 million mobile subscribers to date, it's clear that initiatives like this are
driving incredible growth and engagement around the world.

Netflix’s AI-Centric User Content Suggestion Tool

Netflix is the world's leading SVoD content streaming
service and needs no introduction. But not many
people know that much of Netflix's success can't be
attributed to its artificial intelligence.

It's no secret that user experience (UX) is critical to the

success of any business, regardless of industry, and
once customers become familiar with the brand, they
can share it with their friends online.

Improves overall user experience and tailors services to individuals Netflix uses
machine learning technology through artificial intelligence to provide personalized
recommendations for users based on customer preferences and past preferences.
Additionally, Netflix uses artificial intelligence to optimize streaming to avoid any
glitches or problems.

More than 80% of viewers on Netflix now trust personalized recommendations; this
proves the power of the platform in an age where people, as always, want more from
the brands they want to invest in.

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Will AI Take Over Digital Marketing?

In the event that utilized imaginatively and with the consumer’s needs, needs and
wants at heart, the utilize of AI in promoting offers extraordinary rewards in terms of
development, advancement, advancement, and continuous victory in an progressively
competitive computerized landscape.

AI will proceed to play a progressively critical part in advanced promoting by

expanding human capabilities, computerizing schedule errands, and giving profitable
bits of knowledge. But, the human component in inventiveness, technique, and
relationship building is likely to stay vital for the predictable future.

While AI is transforming digital marketing, it's important to note that human creativity,
strategic thinking, and the ability to understand and connect with audiences on a
deeper level remain crucial. AI is a tool that can enhance and complement human
efforts rather than replace them entirely.

As technology continues to advance, the role of AI in digital marketing will likely

expand, but it is unlikely to completely take over. Human oversight and input will
remain essential for devising creative strategies, understanding cultural nuances, and
adapting to rapidly changing market dynamics.

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CHAPTER 5 | BENEFITS OF USING AI IN
DIGITAL MARKETING
Customer Behavior is Now More Predictable
Targeting everyone who falls into your company's niche can cost you a lot of money,
time, and effort. Fortunately, you can use AI systems to screen leads to identify the
prospects most likely to respond to your offer.

You need better and deeper analysis to see conversions from expensive Google ads.
AI tools can use decision trees to determine business goals and analyze historical
data.

You can also identify customers, identify patterns and create digital marketing
strategies accordingly using artificial intelligence and machine learning models. .
Additionally, create these templates based on the goals you want to achieve with your
business, such as increasing conversions, website traffic, or increasing leads.

Customer Engagements are Analyzed Better

Customer evaluation is important to determine what is working and what is not,
especially since customer acquisition costs are higher than customer retention costs.
Using AI to track all marketing campaigns will provide a better understanding of which
customers to target.

AI tools can also provide insights into how to acquire more existing customers by
comparing new and existing customers. It also allows you to better target their
previous customers and improve their experience. Additionally, AI provides relevant
information about what each customer wants and how to target them.

You can also use artificial intelligence to monitor your target audience's behavior and
better engage with them. Monitor customer interactions in real time and identify why
people are talking about them on social media platforms. This allows you to better
target your customers by serving every audience.

Ads Can Now Target Specific Audiences

Convincing potential customers is one of the most important aspects of marketing, but
any marketing expert will tell you how difficult it is to convince people you don't know.
Fortunately, you can personalize the customer experience by combining AI with
customer prediction, a virtual assistant, or intelligent design.

Traditional advertising is also more effective than marketing that targets people based
on their interests. With the rise of artificial intelligence, marketing experts can use
refined data to predict whether buyers are interested in purchasing and ask them for
cash or credit.

Marketing can now be done automatically

Artificial Intelligence can also help you do digital marketing while managing the target
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audience. Automation and personalization through AI are the best combination to
achieve high levels of business personalization.

Your business may also have a positive attitude towards attracting customers; This is
something every company needs in a rapidly growing business. With AI systems, you
can now work on pay-per-click (PPC) advertising, search engine optimization (SEM),
SEO, conversion rate, mass media marketing (SMM) and keyword research.

Improve customer relationships now

Artificial intelligence is important in managing customer relationships because
companies now have true visibility into customer interactions across various
communication platforms.

Also, add a chatbot to your website as an automated process to offer your services to
your customers. This can be a cost-effective way to benefit your customers.

You can monitor your website's user profile to see who the best visitors are. Looking
at their preferences will tell you what advertising you can use to keep them loyal to
your brand.

In addition, large companies such as Volvo are trying to combine intelligence with
reality. This allows customers to “try out” the product for free before deciding whether
to purchase it. This increases sales and increases customer loyalty.

Optimize Marketing Content

The key to marketing and promotion is to target the right customers with the right
message at the right time. The traditional way to achieve this is to analyze the macro
statistics of the target market, such as income, age group and education level, or to
understand the public's interest in culture and society through market research.

If you want your information to be useful, try to organize and organize the information
you collect in a way that your target audience can understand; These are things that
smart machines can easily do.

By using artificial intelligence, you can easily identify topics that are likely to attract
your audience's attention by presenting content that your audience likes and
understands.

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CHAPTER 5 | BENEFITS OF USING
ADVANCED ARTIFICIAL INTELLIGENCE IN
DIGITAL MARKETING
As we said before, Artificial Intelligence increases efficiency through automation. This
allows people to spend more time on other important tasks. But artificial intelligence
also has other advantages in digital marketing. Below are other benefits of artificial
intelligence in digital marketing.

Increased Productivity and Return on Investment

By using the most advanced techniques in digital marketing, the level of efficiency is
increased as the process is automated and follows instructions. AI can also
understand what content is performing well and help curate it. Therefore, relevant and
accurate content reaches the right target audience, increasing the return on
investment.

A business expert researched results that support the truth. During the analysis,
companies that successfully used advanced AI in the business market: -

 Closing costs increased by 59%

 Revenues increased by 58%
 Conversion rate increased by 52%
 Traffic and engagement % increased by 54

This shows that panic is valuable and important.

Customer Development
Why is AI using machine learning (ML) models to find more information about
customers? It is necessary to analyze their patterns and behavior, create content
according to their interests and interact with target audiences. Join and participate in
companies. If customers have a good experience, they are more likely to purchase
your product or service.

Effective Marketing Research

Legacy marketing or digital marketing requires a level of predictability. When it comes
to implementing a new marketing strategy, some consideration needs to be given to
the target audience. Artificial intelligence makes predictions through a series of
algorithms and predictive analytics. It analyzes the early data obtained to make the
relevant prediction. AI-powered predictive analytics can also predict future outcomes.

An example of this is the prediction that occurs when creating campaigns on

Facebook and Google. These metrics provide an estimate of how many people can
be reached and how many people will respond to your ad. This is done by carefully
analyzing the behavior of the audience based on previous data.
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Support Instant Tracking
Platforms with smart integration help users instantly track the results of their content.
This means that those who only use digital marketing for their own business can see
this instantly and plan their next steps accordingly. Any digital marketer can view
index results of multiple posts with different keywords simultaneously. They can then
save the results and view, analyze and compare the results. Users can promote the
right content and identify negative content to best influence their target audience, thus
saving time and money.

Insights Incorporation
Insights into customer integration are one of the unique features provided by
expertise in the context of digital marketing. Many platforms using digital marketing
strategies are built with “views” that provide marketers with comprehensive
information about customers. According to Forrester, businesses and companies that
value visibility will spend approximately $1.2 trillion more annually than competitors
that don't.

In this case, the measure that explains the effectiveness of a part of the content in the
sentence is called comprehension. It can also mean how many times the content has
been shared on Facebook. This is done by using artificial intelligence to identify
relevant customers and track their reactions to digital marketers' content. Therefore,
insight can be invaluable for creating plans for future marketing campaigns and
communicating how your target audience will perceive each ad.

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CHAPTER 6 | HOW TO IMPLEMENT AI DIGITAL
MARKETING FOR YOUR BUSINESS
Chatbots: Chatbots are one of the major examples of AI technology in Marketing.
They help in customer engagement and boosting customer experience on your
brand’s website. They help you to interact with your customers or potential leads
whenever they are on your website. It answers most of the common questions and
engages them in a human-like conversation. This helps in generating leads and also
provide a good user experience. Chatbots are also used to collect feedback.

Personalised Product Recommendations: This is one of the widely used AI

technology by eCommerce/ retail brands. Personalised Product recommendations
help such brands to serve their customers better. They understand what the
customers are interested in based on their browsing history, buying history, etc. This
helps in targeted marketing and hence boosts sales. It also helps save a lot of time
and money.

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AI-Powered Website Builders: AI has also stepped in to take the website building load
off your shoulders. Using AI, you can easily build websites based on the user data
and how they interact with your content. Here, the only thing you have to work on is
the content. The rest, from the content blocks to colours, is done by the AI-Powered
website builder. Some of the examples of such website builders are The Grid,
FireDrop, Wix ADI, etc. Most of these website builders are still in their early stages
and are expected to get more sophisticated over the years. They are considered to be
the future of AI in Digital Marketing.

Enhanced Shopping Experience: AI has truly changed the way we shop. Many brands
have started experimenting with augmented reality to improve their shopping
experience. This helps the customer to have a better visual experience of the
products that they are offering. For example, customers can check out how a dress
looks on them by simply standing in front of their phone camera. This helps them to
decide which product is better for them and helps them make a purchase without any
hassle.

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CHAPTER 5 | THE IMPACT OF AI ON
CONSUMER BEHAVIOR

5.1] Changing Consumer Expectations

The impact of artificial intelligence (AI) on consumer behavior is profound, touching

various aspects of their interactions with products, services, and brands. One notable
effect is the transformation of consumer expectations. As AI technologies enable
more personalized and tailored experiences, consumers have come to anticipate a
higher level of customization and relevance in their interactions with brands. The
ability of AI to analyze vast amounts of data allows businesses to understand
individual preferences, behaviors, and needs, thereby shaping and meeting consumer
expectations more precisely.

AI has significantly changed consumer expectations by enabling personalized and

anticipatory experiences. Consumers now expect brands to understand their
preferences, predict their needs, and deliver tailored recommendations. AI-driven
personalization in e-commerce, content recommendations, and customer service has
raised the bar for what consumers anticipate from businesses.

5.2] User Experience and AI:

AI plays a crucial role in enhancing user experiences across various touchpoints.

Chatbots, virtual assistants, and AI-driven interfaces provide instant and relevant
information, improving the overall customer journey. AI helps in understanding user
behavior, enabling businesses to optimize interfaces, streamline processes, and
create more user-friendly products and services.

User experience, a critical factor in consumer decision-making, has been significantly

influenced by the integration of AI. Through features like chatbots, virtual assistants,
and personalized recommendations, AI enhances user interactions, making them
more seamless and responsive. This not only contributes to a more positive overall
experience but also streamlines processes, providing consumers with faster and
more efficient services.

5.3] Brand Loyalty and Trust

Brand loyalty and trust are also impacted by AI. As consumers experience more
personalized interactions and receive recommendations that align with their
preferences, they are likely to develop a stronger sense of loyalty to brands
employing such technologies. Moreover, AI contributes to building trust by enhancing
the accuracy and reliability of services. For instance, AI-powered fraud detection
systems provide consumers with a sense of security when making online

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transactions.
AI contributes to building brand loyalty and trust by delivering consistent and
personalized experiences. As consumers receive more relevant content,
recommendations, and support through AI-driven systems, they are more likely to
develop a sense of loyalty towards brands that understand and cater to their
individual needs. Trust is fostered through transparency in AI algorithms and data
usage.

5.4] Social Media Influence:

Social media, a central platform for consumer engagement, has witnessed a shift in
influence due to AI. Advanced algorithms analyze user behavior and preferences to
deliver more relevant content, advertisements, and recommendations. This
personalized approach not only captivates consumers but also strengthens the
impact of social media in shaping purchasing decisions. As consumers encounter
content that resonates with their interests, the likelihood of engagement and
conversion increases, amplifying the role of social media as a powerful tool in the
consumer decision-making process.

AI has a profound impact on social media, influencing consumer behavior through

targeted advertising, content personalization, and sentiment analysis. Social media
platforms leverage AI algorithms to show users content they are likely to engage with,
shaping their perceptions and preferences. Additionally, chatbots on social media
platforms contribute to real-time customer engagement and support.

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CHAPTER 6 | EMERGING TRENDS IN DIGITAL
MARKETING
6.1] AUGMENTED REALITY (AR)

Augmented reality (AR) is an experience that combines the real world with computer-
generated content. Medicines can provide different tactile sensations, including
vision, hearing, touch, somatosensory, and smell. AR can be defined as a principle
that combines three main elements: the combination of real and virtual worlds, real-
time interaction and precise 3D registration of objects and the real thing. Mulching can
be beneficial (i.e., adding to the environment) or harmful (i.e., covering the
environment). Discussion is always about the physical world, so it is seen as a true
understanding of the environment. In this way, although virtual reality replaces the
user's real world with the surrounding environment, augmented reality also changes
people's perception of the world around them. Augmented reality is often synonymous
with mixed reality. Virtual reality and computer-mediated reality are also mentioned.

The main feature of augmented reality is to combine objects in the computerized

world with the human perception of the real world, rather than acting directly on the
real world. . The expression of words is copied from the combination of surprises that
can be considered part of the environment. The most successful AR symbols for
delivering mixed reality to users were created in the early 1990s, based on the virtual
installation created by the American conferencing power Armstrong Institute in 1992.
The augmented reality industry has begun to present itself as an entertainment and
gaming industry. Therefore, more and more applications have entered the world of
education, communications, healthcare, entertainment and other sectors. In teaching,
content can be accessed by scanning or viewing images using devices with or without
AR technology.

Augmented reality is used to enhance the original scenes or scenes and provide a
better experience. Thanks to advanced AR technologies such as computer vision,
connecting AR cameras to smartphone apps, and detecting obstacles, real data
surrounds once-smart and uncontrollable humans. Information about the environment
and objects is overlaid on the real world. This information will be virtual. Extended
reality refers to interaction with current or actual reality, such as instant viewing of
other information or measurement of wireless radio, electricity and other things
related to their work in space. More detailed information also includes the ability to
collect and report error information. The elaboration process is usually done on the fly
in a semantic field with natural objects. In some cases, heuristic information is
combined with additional information, such as scores for video streams. This includes
the best of augmented reality innovation and head-up display innovation (HUD).

6.2] VIRTUAL REALITY (VR)

Virtual reality (VR) may be a recreated encounter that utilizes posture following and
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3D near-eye shows to deliver the client an immersive feel of a virtual world.
Applications of virtual reality incorporate amusement (especially video recreations),
instruction (such as restorative or military preparing) and commerce (such as virtual
gatherings). Other particular sorts of VR-style innovation incorporate expanded reality
and blended reality, in some cases alluded to as amplified reality or XR, in spite of the
fact that definitions are right now changing due to the nascence of the industry.

Currently, standard virtual reality frameworks utilize either virtual reality headsets or
multi-projected situations to create a few reasonable pictures, sounds and other
sensations that mimic a user's physical nearness in a virtual environment. A individual
utilizing virtual reality hardware is able to see around the manufactured world, move
around in it, and connected with virtual highlights or things. The impact is commonly
made by VR headsets comprising of a head-mounted show with a little screen before
the eyes, but can moreover be made through uncommonly outlined rooms with
different expansive screens. Virtual reality regularly joins sound-related and video
criticism, but may moreover permit other sorts of tangible and drive input through
haptic innovation.

6.3] DIFFERENCE BETWEEN AUGMENTED REALITY (AR) AND VIRTUAL

REALITY (VR)

 AR augments the real-world scene, whereas VR creates completely immersive

virtual environments.
 AR is 25% virtual and 75% real, while VR is 75% virtual and 25% real.
 In AR no headset is needed; on the other hand, in VR, you need a headset
device.
 With AR, end-users are still in touch with the real world while interacting with
virtual objects nearer to them, but by using VR technology, the VR user is
isolated from the real world and immerses himself in a completely fictional
world.

6.4] BLOCKCHAIN IN MARKETING

Blockchain promoting methodology holds the potential to reshape the industry by

improving security, straightforwardness and believe in ways never seen some time
recently. By leveraging this blockchain stage, marketers can safely store sums of data
whereas guaranteeing that each exchange and interaction is precisely recorded. This
not as it were shields client information but moreover ensures the notoriety of brands.
Moreover, blockchain showcasing techniques address the issue of promoting
extortion by conveying sees and intelligent that cultivate sponsor engagement and
defend customers’ interface.

Looking advances, the potential for utilizing the blockchain stage in displaying
appears boundless. Upgraded interoperability among stages guarantees consistent
communication and data sharing, cultivating collaboration and progressing
assignment effectiveness for blockchain businesses. Besides, tokenization is
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expected to revolutionize blockchain showcasing techniques by advertising
possession and inventive blockchain promoting techniques.

What is Blockchain and How Does it Work?

Blockchain could be a disseminated record innovation that has captured the
consideration of businesses, counting promoting. Basically blockchain works on a
organize of interconnected computers that frame a straightforward chain of squares
for putting away data.

Each square contains a set of exchanges that ended up forever recorded on the
chain, making any alterations or modifications for all intents and purposes
inconceivable. This characteristic security and straightforwardness make blockchain
an perfect choice for promoting applications.

The working of blockchain is based on its nature, where no single substance controls
the organize. Instep, it depends on a agreement instrument among hubs to guarantee
that recorded information is confirmed and concurred upon by the majority.

The trustless nature of the environment guarantees that data isn't subordinate on an
specialist diminishing the hazard of extortion and unauthorized control for blockchain
businesses.

The Impact of Blockchain on Digital Marketing

The affect of blockchain on promoting is totally changing the scene. It presents an
approach for businesses to lock in with clients and improve their involvement.
Blockchain revolutionizes the way advanced promoting works, empowering brands to
investigate possibilities.

One vital angle of blockchain’s affect on promoting is its capacity to combat

advertisement extortion. Promoters have long battled with sees and engagement,
which not squanders assets but moreover undermines validity. Be that as it may,
blockchains permanent record-keeping framework guarantees that each
advertisement see or press is recorded in a way to all. This makes it exceedingly
challenging for hones to happen. This recently discovered believe in promoting
impressions cultivates intuitive between brands and clients whereas cultivating
connections for blockchain businesses. Personalization plays a part in how
blockchain impacts promoting. Marketers point to convey custom fitted substance that
reverberates with their target group of onlookers in the midst of data availability.
However, concerns with respect to the protection of people have prevented the
utilization of client information. Blockchain innovation gives a arrangement to this
issue by guaranteeing that authorized parties can get to client data.

6.5] 5G TECHNOLOGY AND ITS IMPLICATIONS

5G is the 5th generation mobile network. It is a new global wireless standard after 1G,
2G, 3G, and 4G networks. 5G enables a new kind of network that is designed to
connect virtually everyone and everything together including machines, objects, and
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devices.

5G wireless technology is meant to deliver higher multi-Gbps peak data speeds, ultra-
low latency, more reliability, massive network capacity, increased availability, and a
more uniform user experience to more users. Higher performance and improved
efficiency empower new user experiences and connects new industries.

The arrival of 5G technology has sparked excitement and curiosity around the world.
With its promises of faster speeds, lower latency, and new capabilities, 5G has the
potential to revolutionize the way we live, work, and connect. In this article, we will
explore what 5G technology is, its implications for various industries, and the
challenges it brings.

Understanding 5G Technology:
The arrival of 5G technology has aroused excitement and curiosity all over the world.
With its high speed, low latency and new features, 5G has the potential to change the
way we live, work and connect. In this article, we will examine what 5G technology is,
its impact on the business world and the challenges it creates.

Learn about 5G technology:

5G, short for fifth-generation wireless technology, is a new evolution in mobile
communications standards. It follows in the footsteps of 4G (LTE) and has many
significant improvements:

Greater speed:
5G promises to be faster than 4G, capable of reaching 20 gigabits per second. This
allows for fast downloads and uninterrupted streaming.

Lower latency:
By reducing latency (the time it takes for data to be transmitted), 5G is ideal for real-
time applications such as online gaming and remote surgery.

Increased Capacity:
5G networks they can support more devices simultaneously, making them suitable for
the growing Internet of Things (IoT).

Network Slicing:
5G allows network operators to divide the network into “slices”, each optimized for a
specific application, allowing distribution of fine resources.

Communication:
5G opens new revenue streams for telecom companies, allowing them to offer better
services such as reality and reality information.

Healthcare:
With low-latency 5G, telesurgery and telemedicine can be more efficient, allowing
professionals to work on patients from different locations.
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Autonomous Vehicles:
5G's low-latency and high-speed connections will be essential for the development
and operation of autonomous vehicles, making them safer and more functional.

Smart Cities:
5G supports the solutions required for smart cities, including traffic management,
public safety and security solutions.

Manufacturing and business 4.0:

5G in production increases efficiency and increases cost savings by allowing instant
monitoring and control of systems.

Agriculture:
Farmers can benefit from 5G precision agriculture, allowing them to better monitor
crops and livestock.

Sports and Entertainment:

Players will be able to enjoy cloud games without ads, and reality and virtual reality
will become popular.

Retail:
5G enables more business opportunities such as virtual shopping and user-less
shopping.

6.6] EDGE COMPUTING IN DIGITAL MARKETING:

Edge computing involves processing data closer to the source of data generation
rather than relying solely on centralized cloud servers. In digital marketing, this can
lead to faster data processing, reduced latency, and improved user experiences.
Marketers can leverage edge computing to deliver personalized content in real-time,
especially in scenarios where quick response times are crucial, such as dynamic
content optimization and personalized recommendations.

These emerging trends signify the ongoing evolution of digital marketing, offering new
opportunities for marketers to engage with their audiences in innovative and impactful
ways. Staying abreast of these trends can help businesses stay competitive and
deliver cutting-edge experiences to their customers.

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CHAPTER 7 | FUTURE PREDICTIONS AND
SPECULATIONS OF AI
Modern AI, especially “narrow intelligence” that uses data training models to perform
objective functions, often falls into the category of deep learning or machine learning,
leaving some major industries untouched. This is especially true in the last few years,
where data collection and analysis has increased due to powerful IoT connections,
the growth of connected devices, and faster computing.

"I think everyone would agree that being limited in the capability of intelligent software
will be a mistake at some point," said David Vandegrift, founder and chief technology
officer of customer relations firm 4Degrees.

In an environment where companies spend billions of dollars every year on artificial

intelligence products and services, and technology giants such as Google, Apple,
Microsoft and Amazon spend billions of dollars to create them, universities have
made artificial intelligence a part of their curriculum. More importantly, big things will
happen as the U.S. Department of Defense increases its intelligence capabilities.

"Many businesses are living the forever winter, winter, then spring pattern," Andrew
Ng, former director of Google Brain and principal researcher at Baidu, told ZDNet.
"We will live in the eternal spring of artificial intelligence."

Some industries are at the beginning of artificial intelligence, some are walking
humans. They both go too far. However, the impact of intelligence on our modern
society cannot be ignored.

Artificial Intelligence in Transportation

Transportation is a sector that is a candidate to be completely transformed by artificial
intelligence. Driverless cars and AI travel plans are just a few of the ways AI will
impact the way we get from point A to point B. While driverless cars are far from
perfect, they will one day be able to take us from one place to another. place it on
another.

Artificial Intelligence in Manufacturing

Manufacturing has been benefiting from artificial intelligence for years. With AI-
powered robotic arms and other robots developed in the 1960s and 1970s, the
business world is already shifting towards the power of AI. These industrial robots
often work alongside humans, performing a variety of tasks such as assembly and
installation with analytical testing to ensure equipment is working properly.

Artificial Intelligence in Healthcare

It may seem unlikely, but AI in healthcare is already changing the way people interact
with doctors. With its big data analysis capabilities, artificial intelligence helps identify
diseases faster and more accurately, find medicines quickly and easily, and even
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monitor patients virtually from nurse assistants.

Artificial Intelligence Education

Artificial Intelligence Education will change the way people learn at all ages. Artificial
intelligence uses machine learning, facial recognition, and facial recognition to help
digitize textbooks, catch criminals, and gauge students' emotions to determine who is
lashing out or bored. Artificial intelligence will adapt the learning experience to
students' individual needs now and in the future.

Artificial Intelligence in Media

The journalism industry also uses artificial intelligence and will benefit from it. An
example is the Associated Press's use of Automated Insights, which produces
thousands of earnings reports each year. But as generative AI authoring tools like
ChatGPT enter the market, questions about their use in journalism are also
increasing.

Artificial Intelligence in Customer Service

Most people fear receiving robocalls, but applying artificial intelligence in customer
service can provide businesses with data-driven tools that benefit customers and
service providers. The artificial intelligence tools powering the customer service
industry come in the form of chatbots and virtual assistants.

Artificial Intelligence in Finance

The economy and finance of any country has a direct impact on the growth rate of
that country. Since AI has great potential in almost every field, it also has great
potential to improve the health of the economy and the country. Today, AI algorithms
are used in fund management, and the AI system must consider many variables to
determine the best returns for mutual funds. He destroys the survivors. Intelligence-
based technology in the financial sector will certainly disrupt business and capital
technology. For financial institutions that cannot offer such services, this can
be devastating and have a significant impact on business, as the choice can be made
quickly and quickly. The competition is always tough and tight..

АI in Militаry and Сyberseсurity

Artificial Intelligence in Military and Cyber Security is the safest way of the country. In
the future, we will see robot soldiers who are as smart as soldiers/leaders and can
perform many tasks. Artificial intelligence-supported methods will increase work
efficiency while ensuring cutting safety. There are some concerns that the algorithms
they use in artificial intelligence-supported systems cannot be fully explained. The
real challenge here is to explain intelligence, as deep neural networks grow rapidly
and constantly. When technology falls into the wrong hands or makes bad decisions
on its own, the consequences can be disastrous.

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CHAPTER 8 | FUTURE PREDICTIONS AND
SPECULATIONS OF DIGITAL MARKETING
Since more people are becoming aware of digital marketing, both businesses and
consumers have bright futures. Additionally, companies may gather a lot of data and
do in-depth research of their target audience by using a range of clever technologies.
a fresh approach to connecting with your target market.

The world is online! We use the internet every day, from social media to Google
searches. New businesses continue to emerge as lifestyles change. Although the
world economy has always had its place in the world, it has grown rapidly thanks to
the digital economy and analytics. Digital marketing is growing and will continue to
grow in the future as more and more people participate online.

According to the Digital Marketing Institute, "Digital marketing is the use of digital
channels to introduce or promote products and services to consumers and
businesses." Simple ad templates for digital marketing. Data and sales technology will
enable algorithmic decision-making and improve the intelligence-based B2B
customer experience. Buyers are looking for a seamless experience that delivers
immediate results.

The use of digital media allows companies to deliver their products to customers
faster. Therefore, the use of smart technology with the help of various digital
marketing tools will help companies meet the needs of their customers and help them
grow and earn profits.

Digitalization:
In the coming days, everything will be digital, completely digital and automatic. If
people are using anything connected to the internet, advertisers and digital marketers
need to know how to get the most traffic. As everything becomes digital, search
engine optimization, marketing campaigns and AdWords will help marketers capture
new opportunities and attract customers to buy their products.

Network:
As more and more networks emerge and new satellites are built around the world, the
Internet will be more powerful than ever to provide effective communications. . This
will make things simple, fast and transparent. It turns out that having a network and
reach will help make digital marketing the only way to reach customers.

More Demand:
Consumers will be wealthier than ever in the years to come. People will desire to
purchase more goods and services as their purchasing power rises. By producing
things online and quickly and conveniently shipping them to clients, this will simplify
the way the business operates. This will grow in importance as a method of drawing
in clients, and rivals' competition will focus on it as well.
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CHAPTER 9 | FUTURE PREDICTIONS AND
SPECULATIONS OF AI IN DIGITAL
MARKETING
Artificial intelligence has become an important part of digital marketing by helping
analyze large amounts of data, identify target areas, and more. The future of digital
marketing is the combination of AI-led solutions and data science that will enable
brands to leverage the content awareness ecosystem.

They have used many businesses for voice and facial recognition, digital assistants,
and especially brands like Netflix and Amazon. The ecosystem is a self-supporting
system in itself and marketers need to change their approach and identify customers
sincerely. AI can also help understand what works for a more challenging and
personalized business.

As artificial intelligence and economy approach, brands will no longer have a special
responsibility because they will be able to apply to people who have received
teaching training in business administration and similar jobs. The scope of their work
will extend to specialist skills and may have unique challenges and skills across a
variety of technologies and automation platforms.

The AI journey is far from over. In fact, we’ve only scratched the surface of its
potential, and as we move into the future, we can expect even more exciting trends
and advancements in AI in marketing. While we can’t predict with accuracy what’s
going to happen, there are a few exciting trends that are already on the horizon. Here
are some of them:

Hyper-personalization:
Marketing campaigns will become more personalized, with messages tailored to each
customer's unique needs and preferences.

Predictive Customer Insights:

The predictive capabilities of AI will continue to evolve, allowing marketers to predict
customer needs and behavior and deliver relevant content over time.

Voice And Visual Search Suggestions:

People won't stop using voice queries to find information, so marketers need to adapt
their SEO strategies to accommodate new research.

Augmented Reality (AR) and Virtual Reality (VR) Experiences:

Interactive environments will become increasingly popular as more companies
incorporate AR and VR into their marketing strategies.

Live Customer Service:

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Customer support within the team will be forgotten and effectively replaced by
artificial intelligence chatbots.

AI-Generated Content:
Content createon tools will become increasingly sophisticated, making them suitable
for creating all kinds of content, from professional research to interesting blog posts
.
Improving Data Privacy And Security:
As AI becomes more integrated into business processes, the focus will be on how to
handle sensitive customer information.

Autonomous Marketing Campaigns:

The process of planning and executing marketing campaigns is also changing; In
most methods, everything is automated, from customer segmentation to selecting an
announced destination.

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CHAPTER 11 | RESEARCH METHODOLOGY
PURPOSE OF STUDY

Advertisers are projected to allocate a significant portion, approximately Rs. 22,500

million, to digital advertising in 2009, ranking it third only behind TV and print ads.
This amount represents a staggering 5257% increase from the expenditure recorded
in 2004, marking a compound percentage growth of 124% over the past five years.
Undoubtedly, this heralds the dawn of a new era in advertising.

In recent times, there has been a perceptible shift in consumer behavior, with
individuals increasingly recognizing the internet as a versatile solution for their myriad
needs, spanning communication, entertainment, shopping, and information retrieval.
As a result, an impressive 70% of internet users have adopted regular online access
habits. This presents an unparalleled opportunity for advertisers to capitalize on this
digital revolution. However, amidst this paradigm shift, questions loom over the fate of
traditional advertising. Are we witnessing its demise? Is digital advertising truly
effective and efficient compared to its traditional counterpart? Does it fulfill the
fundamental objectives of advertising, namely creating awareness, generating sales,
and building positive brand image?

The crux of the issue lies in the efficacy and reach of online advertising. While a
substantial number of consumers engage with the internet daily for personal
endeavors, the critical inquiry pertains to their interaction with online ads and
banners. More importantly, what is the recall or remembrance value of these digital
advertisements? Moreover, concerns arise regarding the reach of online advertising
across diverse target demographics. Traditional advertising has long been a trusted
and proven medium, reliably fulfilling the objectives of advertising. Can the same level
of trust be extended to online advertising?

In light of these questions and uncertainties, market research on the integration of

Artificial Intelligence (AI) in Digital Marketing is paramount. As AI continues to
permeate various sectors, its potential to revolutionize digital advertising strategies
cannot be overlooked. Through comprehensive market research, stakeholders can
gain invaluable insights into the efficacy, reliability, and future trajectory of AI-driven
digital marketing initiatives. This research will serve as a compass, guiding
advertisers and marketers through the evolving digital landscape, empowering them
to make informed decisions and harness the full potential of AI in their marketing
endeavors.

RESEARCH OBJECTIVES

 To find the future of Artificial Intelligence

 To find the future of digital advertising (reach and creation of awareness)
 To find the future of Artificial Intelligence in Digital Marketing
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RESEARCH METHODOLOGY

Research design
This study aims to provide significant insights into the changing environment of
artificial intelligence (AI), digital advertising, and the junction of these two fields in
marketing strategies through a rigorous examination of new trends, technology
developments, and industry insights. Through elucidating ambiguities and
investigating potential avenues for advancement, this study endeavors to provide
interested parties with the erudition required to maneuver through and profit from the
dynamic landscape of digital marketing.

Data collection
Secondary data: Online reports related to AI and Digital Marketing
Primary data: Questionnaire, Personal Interview, Interview with Marketing
Professional

Sample universe
 Basis of sampling:
Sample should be a user of internet or should have knowledge about internet
 Sampling Technique:
Judgmental Non Probability sampling can be used to select the individual units for
better productivity of the questionnaire. A well educated person may be able to
reason out the questions in the better way.

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CHAPTER 13 | DATA INTERPRETATION

How familiar are you with the concept of Artificial Intelligence (AI) in the context of
Digital Marketing?

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How has AI influenced your marketing strategy, if at all?

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In your opinion, what aspect of Digital Marketing benefits the most from AI
integration?

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Have you encountered any challenges or concerns in implementing AI in your Digital
Marketing efforts?

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How important do you think AI will be in shaping the future of Digital Marketing?

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Are you currently using any AI-powered tools for social media management?

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How do you think AI can enhance customer experience in the realm of Digital

Marketing?

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Which AI application do you believe has the potential to revolutionize Digital
Marketing in the next few years?

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Would you be interested in attending a workshop or webinar on integrating AI into
Digital Marketing strategies?

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CHAPTER 14 | EXAMPLES OF AI IN DIGITAL
MARKETING
A deep dive into AI marketing examples
To better understand AI in marketing and how it generates results for various brands
in different industries, we have some inspiring AI marketing examples, with case
studies of Nutella, Netflix, Volkswagen, JP Morgan Chase, etc.

Nutella Uses AI To Create Packaging

Industry: Food & Beverage
Scenario: Design
The Concept: Nutella wants to stand out from the packaging so that its product is
more valuable and easier to talk about. This revolutionary campaign was entrusted to
brand agency Ogilvy Italia. They use artificial intelligence and a variety of designs to
create 7 million unique tags that are as unique and impressive as the Italian ones.
And thus Nutella Unica was born.
The Result: 7 million shelves created for the competition were closed as soon as they
were released.

Cyber Inc Uses AI To Create Video Courses At Scale

Industry: IT Services
Scenario: Content Creation
The Concept: Are you using AI to create content? Could this be more interesting?
Cyber Inc is a good example of an intellectual property business. Cyber Inc. achieves
this goal with Synthesis AI, an intelligent video creation platform that creates videos
for its online courses. Cyber Company We hope to expand content creation in the
near future and expand its global impact by producing videos in multiple languages.
They use this skill not only to create an avatar to replace an actor, but also to reduce
the cost of films.
The Result: As expected, Cyber Inc. Lack of skills, time consuming and expensive in
this way, which can increase video production speed by 2x by creating content in
multiple languages and expand into new markets earlier than planned. Talk about
scalability at a great price!

Cosabella Uses AI For Ad Creation

Industry: Retail Apparel & Fashion
Scenario: Social Media & Ads
The Concept: Advertising and promotion are essential elements of the business and
Cosabella has achieved great success by incorporating technical expertise into its
business. As business communication between Cosabella and its subsidiaries
became time-consuming and difficult, they decided to use an algorithm called Albert
to digitally replicate financial and business research using strategies and KPIs
provided by the brand.
The Result: AI taking over the world could be dangerous, but for Cosabella, Albert
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managed their business by enabling them to return 50% of their search and
advertising activities and reduce spend by 12%.
"After meeting Albert (AI), who runs our search and marketing campaigns, I will never
let anyone do this again." Courtney Connell, Cosabella Marketing Director.

Volkswagen Uses AI To Forecast Buying Decisions

Industry: Automobile
Scenario: Predictive Analysis
The Concept: Another good example of creativity in business is Volkswagen. You
may have heard that Volkswagen is automating its cars, but have you heard that it is
automating its advertising purchasing decisions? Since advertising agencies working
with Volkswagen provide personal information for purchasing decisions, Volkswagen
marketers decide to rely on the skills of the information they decide to trust so that
they can invest less in advertising and increase sales.
The Result: By better predicting the purchasing decision, Volkswagen is able to
reduce costs previously hidden by media outlets. Additionally, there was a 20%
increase in sales at Volkswagen dealerships.

Tomorrow Sleep Uses AI To Generate Content At Scale

Industry: Mattress
Scenario: Content Marketing
The Concept: As a new venture, Tomorrow Sleep needs help generating organic
traffic to its website. What happened to their organic traffic increase? Intelligence is at
work again. Sleep tomorrow using MarketMuse, an AI-powered tool for researching
and creating powerful content to increase traffic quickly and easily.
The Result: In just one year, traffic increased from 4 thousand to 400 thousand per
month. Not only that, websites come into the eyes of search engines and have unique
content. Integrating intelligence into content marketing could be the AHA opportunity
they've been looking for.

Netflix Uses AI To Give Personalized Recommendations

Industry: Entertainment
Scenario: Personalization
The Concept: We all know how good Netflix's business is, but one of the things that
stands out the most is its use of artificial intelligence. What do they do? According to
Netflix, "We do this by using information about what our members watch and enjoy
and how they interact with our services to determine what their movie or TV show
could be better..." Artificial intelligence gathers information and delivers personalized
shows to the user, recommends movies and even works of art you've seen.
The Result: Now you know how Netflix always keeps you hooked. Let's see how
much intellectual property advantages Netflix has. Drumroll please! Netflix's
recommendation engine is worth more than $1 billion a year and, as expected,
consists solely of personalized recommendations for viewers.

JP Morgan Chase’s Trust In AI For Their Copywriting Efforts

Industry Type: Banking
Scenario: Copywriting
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The Concept: When Chase realized that AI could produce better copy than humans,
he signed up with software startup Persado, which at the time produced copy that
cost more clicks and, in many cases, converted even better. JP Morgan Chase's chief
marketing officer, Kristin Lemkau, said in a statement: "Persado's technology is very
promising. It rewrites text and news that marketers wouldn't use their judgment and
experience to use. They work.
The Result: As Christine said, Persado works magic on the notes. With Persado's
help, Chase's ad click-through rate increased by 450%. This caused Chase to keep
Persado with them longer.

FARFETCH Uses AI To Enhance Its Brand Voice

Industry: Luxury Fashion Retail
Scenario: Brand Language Optimisation
The Concept: FARFETCH is committed to communicating with millions of users. They
join hands with Phrasee, a tool for creating branded content with business-level
management and optimization at scale by testing new styles, sounds, words, and
phrases and finding words that resonate best with your target audience. They are
trying to incorporate these ideas into their email marketing campaigns.
The Result: By giving Phrasee the authority to manage its email marketing content,
FARFETCH saw impressive results, with an increase of 38% average click rate and a
31% average open rate surge in its trigger campaigns; it captured a unique brand
voice and adhered to it consistently.

Mastercard Applies AI Intelligence To Tackle Competitive Threats

Industry: Financial Services / Technology
Scenario: Competitive Analysis
The Concept: Mastercard Payment Gateway Services (MPGS) faces constant
challenges during the global pandemic and requires expertise to counter competitive
threats. Here comes Crayon, an AI-powered platform that MGPS uses to understand
the mindset of competitors and predict potential threats.
The Result: Crayon's competitive mind has changed a lot. Mike Wienke, director of
global marketing and sales, said: “Crayon makes it easy to look at Mastercard from
an external perspective by providing stakeholders with a clear understanding of how
each competitor comes into the business, which is useful but also gives us the ability
to inform People from across the organization.” Come together and discuss; each
brings valuable ideas to the table.”

The News Movement Uses AI-Powered Analytics For Social Listening

Industry: Media and Publishing
Scenario: Social Media Management
The Concept: Social media is an advertising platform that wants its target audience to
be involved and spread as much as possible. To do this, they need to dig into the data
and understand what their audience is thinking and talking about. They use Sprinklers
Unified-CXM, powered by artificial intelligence, to mine petabytes of customer data
across multiple platforms and interpret, analyze and understand every customer
signal.
The Result: With this AI-powered tool, TNM can save valuable time every week and
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use social media data to engage with its audience on social media in less than 6
months. It gives them the TikTok background they didn't have before and that
changed TNM's social media.

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CHAPTER 15 | SUGGESTIONS
Marketers can use technology to analyze trends and predict the future. Based on
these facts, they can decide how to allocate their funds and target them. Brands can
spend less money on digital advertising and spend more time on meaningful work.
From the planning stage to the transformation and customer loyalty stages, artificial
intelligence plays an important role in the success of every business. Therefore,
companies using artificial intelligence will gain a competitive advantage. Machines
have been created with the ability to replicate skills associated with the human mind,
especially learning and problem solving. By analyzing user data and helping
marketers understand user intent, AI is helping marketers make informed decisions
about the changing world of content. Marketers can use AI to create content for
simple stories like new products and sports news.

Artificial intelligence can also be used to find security software. Software developers
can use AI to test for vulnerabilities in their products, similar to how criminals look for
vulnerabilities in software. When choosing a tool, it is important to consider the need
to understand why the particular AI platform was chosen. Based on this algorithm, the
business team will receive a clear report on why certain decisions were made and
what information is relevant to this decision. In contrast, machines using advanced
deep learning may not be able to provide a clear cause. AI algorithms learn from data
to create new, useful tools, and AI data can be separated from the original training
data. Therefore, in order to manage information and its value, all assets must be
managed equally. The infrastructure that supports big data, storage and analytics
should be treated as an asset like any other business. Additionally, some businesses,
such as banking, are vulnerable due to the connection between other people and are
more important to protect.

Artificial Intelligence systems Netflix, Amazon etc. It is used on platforms. But in

recent years, artificial intelligence has entered the market to help companies improve
customer experience at every level. In addition, resources that were previously
available to large companies have now become affordable and accessible for SMEs.
To improve customer behavior, create and understand more buyers, market
automation, content creation and sales forecasting, neural networks create great tools
that allow us to process big data that provides more insights for marketers. Marketers
can use predictive analytics to predict the results of marketing campaigns by
analyzing patterns in past campaigns. Although neural networks are around, the need
to process larger data, hence the machines have become more powerful and smarter.
These algorithms analyze user information such as age, gender, demographics,
interests and other important information to determine the best audience for this
purpose. The way people search for information online has changed. With the
advancement of voice search tools, machine learning will become more precise in the
coming years due to this additional information. Similar to machine learning models,
deep learning uses over a million points to test whether a prediction is valid. Since
deep learning is a self-learning process, human intervention is no longer required and
the results are available immediately. Marketing plans promote products and services
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through different media, follow specific terms and messaging, help bring products to
market, reach the top of the funnel, and create a pipeline for business.

Artificial Intelligence technology can group and process data from multiple platforms
to draw conclusions and apply data-driven decision-making processes. The business
world has always undergone significant change as power has shifted from business to
the consumer. Companies are growing rapidly and businesses are investing in
systems designed to capture, process and use large amounts of business and
customer data. Marketers can now use AI solutions to understand what customers
think, say and feel about their brand. Similarly, marketers can use multiple social
media channels to understand what their customers are thinking. Forward-thinking
marketers can instantly use this information to quickly change messaging or branding
for maximum impact. While there are many ways to improve digital advertising and
marketing budgets, business intelligence solutions allow marketers to improve
understanding and analysis.

The concept of business has evolved from the age of assembly and support to the
age of connection and intelligence. Over the years, advances in computer science
have changed the meaning of ideas, innovations, and innovations. Therefore, the
business model has evolved. The Internet of Things has changed the concept of
information processing. In addition to providing greater access to user data, these
tools also make the tool smarter by monitoring and recording how users interact with
them.

Also, as research on IoT technology advances day by day, businesses are using it to
convert data collected from IoT into widgets for adult development and development
The efficiency of any business can be increased by understanding the market and
customers. IoT devices can be useful in the manufacturing process

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CHAPTER 16 | CONCLUSION
Digital marketing, an industry continuously transforming, reveals a paradigm shift,
where AI is not just a trend but a core business process. AI is by now an inevitable
tool for the marketers trying to remain on top in the ever-evolving technological age. It
reshaped the landscape of marketing operations such as personalized content
recommendations, predictive analytics and also automated advertising.

Indeed, incorporating AI into the digital marketing isn't just about adopting the latest
technology; rather, it is about appreciating its capabilities and applying it wisely so as
to yield some significant results. As we conclude this blackbook, it's essential to
emphasize several key points: As we conclude this blackbook, it's very essential to
emphasize the several key points:

Strategic Adoption: Instead of focusing on haphazardly applying AI just because they

can, businesses should have a strategic approach towards adoption. This is achieved
through the evaluation of their unique needs, cognitive understanding of how AI can
work around those needs, and making the implementation of AI technologies that
align with their marketing goals.

Continuous Learning: The field of AI is highly dynamic with AI algorithms, tools, and
methods coming out very often. The marketers have to devote real time and effort in
continuous learning and development so that they remain up to date with the recent
trends and innovations in AI- drove marketing.

Ethical decisions: In the light of the growing power of business intelligence, ethics and
data privacy are very high on the agenda more than ever. Thus, marketers need to be
very careful with AI usage and it should be transparent enough for the consumer
protection from privacy concerns and also ethical considerations.

Human-centric approach: Nevertheless, the supporters of the artificial intelligence

should remember that technology should not substitute but rather enhance the
people’s capabilities. Further, in a business environment, success is the knowledge
and ability to recognize and relate to people at the individual level; wisdom is another
way of winning people's trust and respect.

Agility and Adaptability: The agility and adaptability are crucial in the dynamic and
fast-paced digital environment. Marketers will need to be willing to experiment, iterate,
and pivot as necessary, utilizing AI technologies to deliver agility and responsiveness
within their marketing strategies.

Collaboration Across Disciplines: Since AI is fast becoming a crucial component of

digital marketing strategies, Creating a collaborative culture in an organization
becomes of paramount importance. Marketers require to work in tandem with data
scientists, AI engineers, UX/UI designers, and other specialists to take advantage of
the opportunities of AI and to deliver consolidated customer experience.
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Customer-Centricity: Amidst AI taking over many of the tech-related tasks, we should
not lose sight of the customer's point of view. Marketers should leverage AI to acquire
more granular knowledge about their customers’ preferences, actions, and needs,
therefore, they become able to tailor a personalized and relevant experience to
engage the desired audience.

Measurement and ROI: Properly evaluating the impact of AI marketing is a must

because it significantly influences ROI and further decisions. Marketers should
employ AI-powered metrics tools to monitor the major performance indicators and
measure the effectiveness of the campaigns. They should likewise use the actionable
insights from the data to implement changes to their strategy.

Global Considerations: In a world of an interconnection marketers should take note of

global repercussions of AI driven marketing tactics. Cultural differences, regulatory
necessities and linguistic intricacies have a massive impact on the efficiency of the
AI- powered implementations in different markets. A successful global application
requires a localized approach where each country’s AI strategy can be adjusted to
suit a broad range of audiences and demographics.

Ecosystem Integration: AI is never a standalone technology, but rather operates as a

part of a larger technology ecosystem made up of technologies, platforms and
channels. The application of AI to the existing marketing technologies and workflows
should be given the highest priority by marketers, and it should be carried out in such
a manner that there would be a perfect fit with the existing systems and the maximum
possible benefits can be derived.

Resilience and Preparedness: Just as any other technological breakthrough, the use
of AI in digital marketing will be both a blessing and a curse. Marketers have to learn
how to be resilient to navigating different disruptors, for example, algorithmic
changes, data breaches, and behavior modifications. Through staying informed and
taking in-advance actions, businesses can minimize the risks and take advantage of
the opportunities arising in the environment dominated by AI.

In summary, it is apparent that the future of digital economy premised on the rise of
intelligence. Organizations that use AI thinking, reasoning, and ethics will have new
avenues for expansion, teamwork, and advanced innovation in an intensely
competitive market. In the following white paper, we consider some benefits of digital
intelligence which is helpful for the marketers, being a road map for them to adapt
change, get result and shape the future of business in the digital era. For digital
marketing to realize all possibilities of intelligence it must come up with a joint and
detailed strategic plan that incorporates ethical thinking, collaboration, taking care of
customers, measurement, Knowledge about international matters, collaboration and
efficiency. This is calling for marketers to adopt the change and to accept the possible
transformational nature of AI so that AI can be utilized to approach success and gain
innovative edge in the digital business landscape.

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