APPLICATION OF ARTIFICIAL INTELLIGENCE TECHNOLOGY IN DIGITAL MARKETING SYSTEMS

This systematic review paper provides an overview of the current literature on the application of artificial intelligence (AI) technology in digital marketing systems. The Google Scholar database was searched with the title of the paper as the keywords and additional search criteria. A total of 17 papers were shortlisted for this review. The review found that there is a high potential for AI to aid digital marketing in various ways. Some future trends towards voice search, greater automation of processes, and AI itself cannot be ruled out. Furthermore, the paper provides an overview of the current state of research on the application of AI in digital marketing systems and discusses the advantages and disadvantages of AI in this context. It also discusses the challenges and opportunities of using AI in digital marketing systems and provides recommendations for future research. This paper has implications for marketing systems.