Beyond Automation: Exploring the Role of AI in Enhancing Digital Marketing Effectiveness and Management Innovation

Abstract

In the rapidly evolving digital landscape, artificial intelligence (AI) has transcended its traditional role of automation, emerging as a pivotal element in enhancing digital marketing effectiveness and driving management innovation. This paper delves into the multifaceted influence of AI on digital marketing, highlighting how it optimizes consumer engagement, personalizes marketing strategies, and provides actionable insights through data analytics. We explore the integration of AI in digital marketing ecosystems, illustrating its impact on customer journey mapping, predictive analytics, and programmatic advertising. Additionally, the paper investigates AI's role in fostering management innovation, where it aids in decision-making, streamlines operations, and cultivates a culture of continuous improvement. Through a systematic review of case studies and empirical data, we demonstrate that AI not only amplifies the efficiency and precision of digital marketing campaigns but also serves as a catalyst for innovative management practices, thereby offering a competitive edge in the digital age. This study delves into the intersection of Artificial Intelligence (AI) and digital marketing and management, applying the Technology Acceptance Model (TAM), Resource-Based View (RBV), and Innovation Diffusion Theory (IDT) to understand AI's transformative role. It investigates how AI technologies are accepted, utilized, and strategically managed to augment digital marketing efficacy and drive management innovation, offering insights into AI's potential to redefine competitive landscapes. The findings suggest that embracing AI in digital marketing and management leads to enhanced performance, increased customer satisfaction, and sustainable business growth.