An analysis to understand the role of machine learning, robotics and artificial intelligence in digital marketing. (2022)

• Record Type: Journal Article
• Authors: Sarath Kumar Boddu, Raja; Santoki, Ashwinkumar A.; Khurana, Shopita; Vitthal Koli, Poonam; Rai, Ravi; Agrawal, Abhishek
• Is Part Of: Materials today. Volume 56:Part 4(2022)
• Page Start: 2288
• Page End: 2292
• Publication Date: 2022
• Subjects: Artificial Intelligence (AI) -- Machine Learning -- Digital Marketing -- Robotics -- Marketing -- Management -- Organization -- Etc; Materials science -- Congresses -- Periodicals; 620.1
• DOI: 10.1016/j.matpr.2021.11.637
• Languages: English
• ISSNs: 2214-7853

Abstract

Abstract: Focusing on the assumption that both physical and cognitive activities may be substituted by Artificial Intelligence, Machine Learning, and Robotics, this study explored the role of Artificial Intelligence (AI) in Digital Marketing utilizing a descriptive research technique. An examination with professionals from various sectors linked to marketing and AI reveals that AI has an influence on marketing operations and will have a greater impact in the future. By integrating new data-driven methods to digital marketing strategies, exponential technical advancement provides chances for strategic edge. By identifying lessons from vast volumes of produced data, Machine learning (ML) can forecast future events and aid decision-making. This feature has a significant influence on and simplifies businesses' strategic decision-making processes. As per the study needs assessment, little is known about marketers' attitudes towards, and understanding of, ML technologies, as well as their uptake and use to support operational and strategic administration. Intelligent robotics and technologies are ideal for internet marketing. Everyone agrees. They can determine what consumers want, customize offers, simplify content creation, gather vast quantities of data, and apply it to business choices.