Artificial Intelligence and the Transformation of Marketing Technologies: Trends, Tools, and Future Directions

Abstract

Rapidly changing the marketing scene, artificial intelligence (AI) is changing how companies engage with customers, examine data, and implement initiatives. AI technologies are becoming essential components of current marketing toolkits from predictive analytics and content development to recommendation engines and chatbots. By looking at its evolution, fundamental applications, practical uses, and future possibilities, this study investigates how artificial intelligence is dominating marketing technologies. We also look at the ethical and operational issues that have to be resolved as well as the advantages artificial intelligence offers marketers—such as better efficiency, personalisation, and return on investment. This study intends to provide a thorough picture of AI's increasing influence in marketing by synthesising recent academic studies, industry reports, and case studies, hence providing insights for marketers, technologists, and legislators negotiating this new digital frontier.