THE ROLE OF AI AS A FORM OF DIGITAL MARKETING REVOLUTION

Abstract

Artificial Intelligence (Ai) has significantly impacted the optimization of various aspects of digital marketing.  This article  aims  to analyze the fundamental concepts of  AI and identify AI subfields applicable to digital marketing innovation. It explore how ai enhances the effectiveness an efficiency of digital marketing while examining the challenges associated with AI implementation, particularly in digital marketing. Overall, AI has proven to be a significant catalyst for the digital marketing revolution. This technology can enhance various aspects of digital marketing. Despite the challenges, AI remains a valuable tool for digital marketers in their efforts to improve the effectiveness an aefficiency of marketing campaigns. Additionally, this study employed a qualitative approach aimed at gaining an in- depth understanding of the research topic. A comprehensive literature revies was conducted as the primary method to establish a robust theoretical foundation.