Impact of Artificial Intelligence on Digital Marketing: Theoretical and Empirical Evidence

Gbadegeshin, S. ORCID: https://orcid.org/0000-0001-5314-6554, French, A. ORCID: https://orcid.org/0000-0002-0266-3989, Olajumoke, Taiwo ORCID: https://orcid.org/0009-0005-1249-1593, Al Zahrani, I. ORCID: https://orcid.org/0000-0002-5705-6684, Farah, S. ORCID: https://orcid.org/0009-0008-1827-4807 and Jegede, O. ORCID: https://orcid.org/0009-0006-8879-8310 (2025) Impact of Artificial Intelligence on Digital Marketing: Theoretical and Empirical Evidence. In: Tech Fusion in Business and Society: Harnessing Big Data, IoT, and Sustainability in Business. Studies in Systems, Decision and Control, 2 (234). Springer, Cham, pp. 23-33. ISBN Print ISBN 978-3-031-84635-9 Online ISBN 978-3-031-84636-6

Abstract

The recent surge in the application of Artificial Intelligence (AI) within digital marketing warrants investigation to better understand its effects on business operations. Consequently, this paper explores the impacts of AI on digital marketing, given their interconnection. It aims to provide both theoretical and empirical evidence regarding these impacts. A qualitative approach was employed, involving a review of 75 articles and conducting 5 in-depth interviews with practitioners from medium and large corporations. The findings indicate that scholars have identified AI's influence on digital marketing in areas such as big data collection and analytics, search engine optimisation (SEO), augmented and virtual reality, Artificial Design Intelligence (ADI), and real-time content creation. Practitioners noted both positive and negative effects of AI, including the provision of real-time information, support for forecasting and decision-making, performance enhancement, high costs, and low return on investment. The results suggest that AI is unlikely to replace digital marketers’ job roles. This paper contributes to the literature on AI and digital marketing and provides valuable insights for practitioners and decision-makers.

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