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Practice paper

The evolution of digital marketing in the era of AI

Kelly Cutler
Applied Marketing Analytics: The Peer-Reviewed Journal, 10 (1), 6-17 (2024)
https://doi.org/10.69554/UNDG1907

Abstract

This paper explores the far-reaching impact of artificial intelligence (AI) on the evolving digital marketing landscape. In the digital age, marketing is undergoing a profound transformation led by data privacy and changing technology, with a focus on the benefits and the risks of adopting AI. Increased productivity and the value of AI must be balanced with careful ethical, legal and privacy considerations. Technologies like third party cookies, once the cornerstone of digital advertising, are being retired and replaced. Simultaneously, ad blockers, wielded by users seeking respite from intrusive advertisements, are reshaping the marketing paradigm. Marketers are at a crossroads. Insights and ideas will be explored pertaining to how AI is poised to reshape the way that marketers do business. While emphasising the role of AI in aspects of marketing such as customer engagement, personalisation, marketing automation, content curation, predictive analytics, campaign creation and more, there is also the need for oversight, management and responsible deployment. This can be accomplished by combining automation and technology with human intervention and direction. Careful examination of the potential benefits and the multifaceted risks posed by AI will define how marketers move into a privacy-centric digital future. This paper delves into the rapidly evolving digital marketing ecosystem as it adapts to changing user behaviours, tightening regulations and new technologies.

Keywords: digital marketing; data privacy; transparency; artificial intelligence and marketing; generative AI; AI and digital marketing

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Author's Biography

Kelly Cutler is an accomplished author, educator and technology innovator. She imparts digital marketing and communication expertise across programmes at Northwestern University. With over two decades of experience, Kelly serves as an active adviser and consultant, contributing her extensive knowledge to the Northwestern community. Her classes provide theory and frameworks in an experiential, hands-on environment. Kelly’s research interests include digital marketing, generative AI, and the evolving landscape of marketing. Her inaugural book, ‘Search Marketing: A Strategic Approach to SEO and SEM’, is available now.

Citation

Cutler, Kelly (2024, June 1). The evolution of digital marketing in the era of AI. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 10, Issue 1. https://doi.org/10.69554/UNDG1907.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 10 / Issue 1
© Henry Stewart
Publications LLP

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