=Paper=
{{Paper
|id=Vol-3058/paper57
|storemode=property
|title=AI Transforming The Future Of Digital Marketing
|pdfUrl=https://ceur-ws.org/Vol-3058/Paper-087.pdf
|volume=Vol-3058
|authors=Shelly Garg
}}
==AI Transforming The Future Of Digital Marketing==
https://ceur-ws.org/Vol-3058/Paper-087.pdf
AI transforming the future of Digital Marketing
Shelly Garg
University of Petroleum and Energy Studies, Dehradun, India
Abstract
Today everyone is so much digitally connected that one information can be passed in fraction
of seconds which has become an advantage and challenge on the same time for various
companies to sustain in market and generate the revenue. Easier communication has come up
to be an advantage for the companies at the same time the challenge is to sustain in market
with so much competition. AI has come up as a promising solution to the problem where
many of the companies have adapted this technology to enhance their business in digital
marketing as well as still many of the research is going on worldwide making it an attractive
area for research. In this paper we have discussed the various applications of AI in digital
market with its usage. The whole search has been done from Scopus database and complete
statistics are provided in this paper which can be helpful for various researchers with future
research directions.
Keywords 1
Artificial Intelligence, Sales, Marketing, Machine Learning, Automation.
1. Introduction
Today is a fast-paced multi-tasking world, where on one hand we try to get all our work done in least
amount of time possible. Huge increase in number of devices being used has been seen leading to
generation of tremendous amount of data. Various researches are going on in the field of technology
where a boom has been observed in the field of Internet of Things, Data Science, computation,
computer vision etc. Among these one of the most emerging and widely adopted technology is
Artificial Intelligence[1]. Unlike the traditional ways, Artificial intelligence-driven researches in the
market are combined with other origins such as text, data such as passive and behavioral, sales, social
media etc. As per Statistics Research Department, in 2020 a survey was conducted where 13 percent
of the candidates are in sales and business development being a supplier stating it as most in-demand
skill in the organization where as 8% buyer category has done synthesis of data from multiple sources
[2,3]. Technologies are playing a pivotal role for AI and attracting the customers and providing a
competitive edge and advantages. Organization way of operation has been changed because of this
cutting-edge technology. AI is helping various organizations in keeping a track to real time data for
analysis process and quick response can be given to all customer requirements[4]. AI predicts the
customer next move and changes the experience overall which enhances the usage of AI as a tool for
predicting expectations of the customer and can help in taking the various decisions. However, there
are some limitations also in this technology which will also be addressed in this paper and constraints
of AI faced for implementation of this technology which are worked by various scientist working in
the field of mind theory and self-awareness of AI based systems with intelligence[5].
Many of the applications are there in the AI driven digital marketing such as user filling whole day
plan data via voice assistants such as google or siri, Bixyby, Cortana etc[6,7] AI filtering is pretty
much possible automatically by AI powered methods, automatic vehicle assistance be it for smart
International Conference on Emerging Technologies: AI, IoT, and CPS for Science & Technology Applications, September 06–07, 2021,
NITTTR Chandigarh, India
EMAIL: shelly.gupta119@gmail.com (A. 1)
ORCID: 0000-0003-1097-2252 (A. 1)
©2021 Copyright for this paper by its authors.
Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
CEUR Workshop Proceedings (CEUR-WS.org)
parking system or self-driven cars. With so many applications in current market many of the
technologies have helped a lot such as Deep Learning, Machine Learning, Natural Language
Processing (NLP) are used for handling of large amount of data for generation of big data used for
market intelligence. After going through so many applications, a curiosity is generated and based on
those organization of further paper is as follows:
• Section 2 addresses the related work with research question that what is principle working of
AI.
• Section 3 discusses the use of AI in marketing which further tells all the areas where AI is
used in marketing management.
• Section 4 describes the topics which are trending nowadays and future directions in research.
• Section 5 all the findings have been concluded.
2. Related Work
AI is the intelligence which is comprised by machine which make it respond to a query in an
intelligent manner by perceiving the environment is the main goal. Researchers are working tirelessly
in this field and have produced some amazing technologies like big data analytics and applications in
machine learning over a past decade[8].
2.1. AI Principle Working
On this earth, human is termed to be as most intelligent creature who has the power to think, process
all the information and the same is expected out of machines which gave birth to a technology known
as AI where human intelligence can be transferred to machines for task execution and
accomplishments which might be of simple in nature or complex in nature[9,10,11] AI has three basic
pillars or concepts on which its working is based on
• Machine learning
• Deep Learning
• Neural Networks
These basic concepts are further used in development of natural language processing, mining of data
and driving various software’s. Majorly if we see AI and machine learning are used side by side but
AI is more of a broader term used with Machine Learning and leaving other two concepts i.e., deep
learning and neural networks as its subset.
2.2. Machine Learning Advantages
Being a subset of AI and popularly and widely used every time with AI technology has made machine
learning quite a popular technology and widely used one over the other technologies because of its
power and ability to think outside the code, to learn about a task even when no code exists[12]. As
these tasks, problems which were input are processed machines make some learning and with those
learnings independent execution of activities are being done[13,14].
2.3. AI Adapting Advantages
Customer Perspective: After learning of principle working of AI can be clearly seen what AI has
power to do and how it can make machines intelligent. Not only that a friendly environment can be
created for customers asking query or any information which can help in building good company-
customer relationships which can give a lot of advantage to many of the companies worldwide[15].
Marketers Perspective: With the help of AI digital base and insights obtained by many companies can
run their own campaign to boost the investment returns and overall performance. Further Error rates
can be reduced in manual work or accounting firms can benefit a lot from the automation process. For
increasing the sales, a brand image can be built as per the need of the target audience and can enhance
in building of prospective customers [16].
2.4. Risk and Limitations
It is widely known that when something comes with some advantage then challenges come in part and
parcel. Similarly with every technology implementation when there are some advantages, there are
some limitations as well where AI has a limitation with the data availability that appropriate insights
can only be obtained if accurate and wide data sets are available with the advancement of technology
privacy of a user can be hampered and sometimes not considered.
3. AI in Marketing
In today’s digital market, every user is having n number of devices where they continuously try to
find what they are looking for which many be a product or companies doing their promotions via
various social media platforms. With so much connected world, AI is tremendously used in the digital
marketing concepts and in this paper here we discuss the areas where AI is used and associated[17].
3.1. Content Marketing
Various strategies and planning process is done in the sale perspective which has driven a major focus
in this area for various companies because it plays a pivotal role in various social media platforms,
searches in mobile, multimedia devices. To create brand awareness and make it reachable to a large
audience content marketing can be widely used with the help of artificial intelligence [18].
3.2. Mobile Marketing
Nowadays even a small child used smartphone where various social media platforms are used on
daily basis making it an attractive area for marketing process because of the ease of availability,
usability and easy access. Many of the companies are making applications for their specific brands
and this can be widely accepted as advertisements are done via social media, various web pages.
Ecommerce brands like amazon are using AI technology for prediction and analysis of user behavior
and various web building companies like bookmark are using AI for optimization in web design[19].
3.3. Continuous Marketing
In this type of marketing with the help of intelligence provided by technology customers are
continuously reminded about the famous or best seller products with a balance of promotion in offline
and online mode. AI has generated endless opportunities for various ecommerce companies who can
target the audience and make the product selling process very easy[20].
3.4. Integrated Digital Marketing
Integrated marketing has its own place and importance which ensures that communication and
messaging strategies which can be used in the marketing process must be unified worldwide and must
have its basis centered around the customers. One of the most popular examples is Google+ which
was developed with an AI to see and understand the social signals and understand its patterns [21].
3.5. Visual Marketing
If we see few of the statistics then 19% of queries are searched via images with more than 600 million
visual searches on very popular media known as Pinterest every month and it is predicted that in
2021, companies who are able to embed visual and voice search will enhance their commerce revenue
by almost 30% in the digital marketing as images or visuals are easy to understand and fast way to
gather and process the information as many of the users currently don’t want to read the long
paragraphs making AI of great usage in such kind of marketing[22].
3.6. Personalized Marketing
AI driven businesses make it easy to communicate with the users and data gathered by applying
various AI driven behavior-based algorithms and predictions applications have been made much
easier. This type of marketing includes Ad Targeting where ads are placed on the basis of buying
history or searches in the web pages, applications used [23].
Table 1
AI Based Case Studies
Case Study Company Name Technology Used Application
Ad Targeting ReFUEL4 Computer Vision Prediction of
Advertisement
Performance
Match2One Machine learning Target people likely to
become customers
Personalized Dynamic Yield Artificial Intelligence Use Behavioral data
Messaging of user for
personalized
marketing
Luisaviaroma (LVR) Machine learning Increase customer
retention and
revenue generation
YooChoose Machine Learning Personalized
shopping experience
Product Recombee Machine Learning Delivery of
recommendations recommendation
within 200
milliseconds of user’s
action
Sentient Aware Artificial Intelligence Recommendation
engine based on
visuals and behavioral
interaction of user
Dynamic Websites Bookmark AI Design Assistant Build client sites by
predictions
LiftIgniter Machine Learning Application
integration into sites
and recommendation
as per user needs
4. Trends and Future Direction of Research
After going through various research papers, it is found that the topics which are in trend nowadays
are decision theory, social marketing surveys and methodology, customer relationship management in
artificial intelligence-driven marketing, Classifications and support vector machines, artificial
intelligence, Deep Learning, marketing campaign and semantic analysis are few of them where a
focus can be made in terms of popularity aspects. When we talk about the future research directions
then machine learning, semantic knowledge for understanding of customer needs and insights in a
better way can be one of the prominent areas. Brain inspired algorithms which includes Psychology
science are also becoming an area of interest for various researchers because of the wide usage of
applications as well as many companies are seems to be interested in this field. For classification of
sentiments, various hybrid machine learning approaches can be developed for efficient process.
Though many of the models have been developed for applicability of AI in marketing but still a lot of
optimization scope is there in this field which make it one of the prominent and promising area for
research perspective.
5. Conclusion
In digital marketing, AI has proven to be one of the promising fields which can help not only
customer but the marketer as well and can flourish the company business in many perspectives while
fulfilling the basic needs of user and maintaining good company-customer relationships. In this paper
we have thoroughly seen the principle working of AI as well as its advantages and limitations as
every technology is bounded on some basis which sometimes limit its basic application but if we see
in artificial intelligence, possibilities are quite endless. After searching through various Scopus
databases, a literature review has been written keeping in mind researcher as well as organizations and
a list has been provided for databases, journals and authors who have prominently done quality
research in this field. Many of the research opportunities are being discussed so that researchers can
benefit from this work and enhance their information and research work in future.
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