AI in Digital Marketing: Exploring the Advantages and Understanding of Artificial Intelligence among Consumers

Abstract

Artificial Intelligence plays a significant role in our daily lives and work, as it is used for a variety
of purposes such as personal use and marketing. The goal of this study was to examine the use of AI
in marketing and its benefits. The research employed both case studies and an online survey. The
findings revealed a medium to low use of Artificial Intelligence for marketing purposes before the
COVID-19 pandemic, with a significant increase during and after the pandemic. When categorizing
use as high, medium, or low, it was found that Artificial Intelligence was mostly used for data
collection, synthesis, and use. Its medium use was in customer service, such as through chatbots,
and it was least popular as a digital marketing tool for websites. The return on investment for
Artificial Intelligence advertising costs was up to 432 percent. An online survey was conducted and
out of 311 respondents, 111 returned the form. Of these, 48.6 percent were female, and 46.8 percent
were male. All of the respondents used digital marketing platforms as either sellers or buyers, but
the degree of use varied among individuals.