CHAPTER 1

INTRODUCTION

The evolution of technology has transported about significant variations in our world.
From the advent of smart devices to the emergence of self-driving cars, artificial
intelligence (AI) has seamlessly integrated into our daily lives. These innovations are
designed to comprehend customer preferences and deliver personalized consumer
experiences. In essence, AI refers to the intelligence exhibited by machines, and its
impact has been a subject of extensive discussion, particularly in fields like
marketing.

This thesis aims to investigate into the diverse implications of AI in the modern
marketing landscape. The central questions guiding this exploration are: How does AI
influence the marketing sector? In what ways is AI reshaping the realm of digital
marketing? And what lies ahead for the future of marketing? To address these
inquiries, a qualitative research methodology will be employed.

AI is omnipresent in our everyday lives, assisting us in researching products,

facilitating purchase decisions, and even shaping consumer buying habits. AI
marketing signifies the use of technology to improve the client experience and
optimize the return on investment (ROI) of marketing campaigns Jindakul, J. (2019)
[1]. This is achieved through extensive data analytics, machine learning, and other
processes that provide valuable insights into our target audience. Armed with these
insights, we can establish more efficient points of customer engagement. Whether it's
in the realm of email marketing or customer support, AI eliminates much of the
guesswork that traditionally accompanied customer interactions. On a larger scale, AI
can automate tasks that were once reliant on human intervention, including managing
pay-per-click (PPC) advertisements, generating content, and even designing websites.

It's not a stretch to argue that AI will inevitably become an integral part of the
marketer's toolkit in the future. The foundations of an AI-based approach are already
firmly in place. Contemporary marketing is increasingly data-driven, focused on
precision targeting, and directly tied to tangible business outcomes. Advertisements

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and offers are continually tailored in real time for individual consumers, as companies
leverage a multitude of channels to reach their audience. In cases where there are vast
numbers of consumers, often numbering in the thousands or millions, AI becomes
essential for granular targeting. Additionally, organizations aspire to customize the
customer experience, a task that can be effectively accomplished with the aid of
machine learning and other AI techniques Baucus, M. (2019) [2]. AI stands ready to
assist businesses in making informed decisions across both digital and analog
marketing domains, guided by similar sets of criteria.

In marketing, as well as across various disciplines, the demarcation between human

and computer involvement in decision-making is undergoing a transformative shift.
Presently, AI is being increasingly integrated into operational marketing functions,
encompassing tasks such as risk assessment, management of contact center responses,
and customer analysis and targeting. It extends to aspects like designing tailored
advertising content to match specific customer profiles and optimizing pricing
strategies to maximize individual customer value Flavián, C. (2023) [3]. Looking
ahead, we anticipate that AI's role will expand into strategic decision-making,
encompassing choices such as business model selection, strategy formulation, target
market identification, product promotion, communication channel and distribution
channel selection, pricing strategies, and competitive positioning (etc.). Strikingly, the
utilization of AI in marketing strategy discussions remains relatively limited in the
public domain; it is observed that certain companies have made notable advancements
in this field. However, these accomplishments are frequently shrouded in secrecy to
protect them as a means of gaining a competitive edge.

It is crucial to underscore that the primary impartial here is not just to replace not so
much human decision-making in strategic contexts, but instead to craft a more
sophisticated decision-making framework, leveraging AI. This framework equips
marketers with expedited, comprehensive, and thoroughly elaborated options from
which to make choices, underpinned by a well-defined theoretical foundation.

The current discourse on AI and strategy predominantly centers on extending AI's

utility within organizations, often concentrating on operational facets, as observed by
Referencing Kiron and Schrage's work from 2019, it is value noting that as
researchers delve deeper into the potential of AI to spur the creation of innovative

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commercial replicas a conceivable consequence of commercial and marketing
planning—this exploration may eventually encompass the territory defined by Kiron
and Schrage (2019), namely, the application of AI in shaping strategy. Another aspect
of investigation relates to the literature on harnessing AI for digital alteration, which
also intersects with the broader discourse on AI's role in strategy. Nevertheless, it is
crucial to emphasize that this object chiefly focuses on the utilization of AI within the
domain of marketing strategy.

1.1 Motivation
The boundary between human and computer involvement in management is
undergoing a significant transition, shifting from operational to strategic domains.
This transformation is succinctly captured by Jarrahi (2018) and forms an integral part
of the broader discourse surrounding the penetration of AI into professions like law.
In the context of fields like law, the focus often centers on AI's volume to contribution
persons in creation sense of vast volumes of info, particularly in the era of burgeoning
"big data." A pertinent empirical contribution to this conversation is offered by
Kolbjørnsrud et al. (2016) [4], who delve into the transformative influence of AI on
the very definition of management.

Within the realm of organization conclusion manufacture, a perennial test revolves

around complementary competence and equity. Notably, Perris and Labib (2004)
explore this balance in the context of prioritizing patients for structure remove waiting
lists, employing fuzzy logic. AI's relevance extends to incorporating diverse
stakeholder perspectives, with Poplawska et al. (2015) using fuzzy logic for
classification, and Chakhar et al. (2016) adopting machine learning for group
decision-making.

Claudé and Comb (2018) observe that in the present landscape, AI primarily serves as
a supportive tool for significant Business decisions are ascribed to factors other than
being solely reliant on a primary decision-maker. This phenomenon is largely
attributed to the existing constraints of AI, which is perceived as relatively feeble in
contrast to the envisioned robust AI of the future. As computational capabilities and
data reservoirs keep growing, the boundary defining the degree to which AI can
replace human choice making undergoes a persistent evolution. This perspective is in

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line with the findings of Rust, R. T. (2021) [4] put forth a range of possibilities in this
evolving landscape, which include the following:

Complete delegation from humans to AI, Examples include recommender systems,

digital advertising, the identification of online fraud, and the implementation of
dynamic pricing strategies R. P., & Suman, R. (2022) [5].

Sequential decision-making with AI followed by human input, as seen in idea

evaluation and hiring.

Sequential decision-making with human input followed by AI, as found in domains

like sporting analytics and health monitoring.

Collective choice making involving both humans and AI, typified by top organization
sides and boards.

The latter option closely aligns with the central focus of this thesis.

Shrestha et al. (2019) also propose that the suitability of these replacements,
particularly the viability of full AI allocation, hinges on several factors:

Decision search space specificity: AI is better suited when decisions require a high
level of specificity.

Interpretability: The ease of understanding decision rationale, influenced by whether

the AI approach is transparent or more opaque ("black box").

The greater the size of the alternative set, the more difficult it becomes for humans to
handle effectively.

Executive speed: AI is more appropriate when rapid decision-making is necessary.

Reliability: AI benefits when decisions and data exhibit common patterns, as AI often
learns from prior cases.

In the kingdom of strategic decision making, where the assessment of various

strategies is a time-consuming process, precision can sometimes be lacking,
interpretations may differ, swift decisions are not always imperative, and reliability
may have constraints. Consequently, a collective approach combining human and AI

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decision making may be a more fitting choice, although Hybrid 1 might also have its
merits in certain scenarios Maitra, D. (2021) [6].

Regarding the implementation of AI in strategy, much of the evidence remains

undisclosed. However, there is visible competition between major digital companies
like Amazon and Google to expand their AI usage, leveraging their vast available
datasets.

1.1.1 Industrial background

Marketing has experienced notable metamorphoses in the historical, and it is primed

for continued evolution in the future. Consequently, the potential for the request of AI
will likewise shift, spanning across diverse dimensions:

 The advancement the shift from marketing analytics to AI and changes in

market research approaches.
 Ethical considerations and data defence concerns in the context of marketing.
 Changing expenditure patterns and distribution dynamics within consumer
markets.
 The landscape of Marketing targeted at businesses (B2B), including
engagements with the public sector.
 Marketing efforts originating from the public sector.

Our examination of these areas serves two primary purposes:

Our primary focus is on the upcoming of marketing planned decision-making and

associated domains, extending beyond AI alone.

In our exploration of AI's application, we need to contemplate its relevance across all
five of these domains.

This thesis primarily takes on the viewpoint of business to-consumer (B2C) marketing
and also includes trades that sell to customers through intermediary businesses, a
model known as B2B2C Al Sulaie, S. (2023) [7]. Certain aspects of these
advancements have been previously explored in our publications, including Wright et
al. (2019), Stone and Aravopoulou (2018), as well as Stone et al. (2017, 2018).

1.1.2 The development of marketing analytics towards AI

Discussions about AI, particularly within marketing, carry a distinct fashion element,
and the demarcation between progressive analytics and AI is notably blurry. Analytics
has changed to a point where it can tackle relatively unstructured problems and offer
suggestions in a manner that would have once been deemed "expertise" or even

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classified as AI. One crucial attribute that sets AI apart from traditional "advanced
analytics" is its capacity for automating feedback loops and continuous improvement,
primarily through machine learning. This implies that AI systems continually test and
evaluate conclusions against specific criteria, as opposed to relying on human review
for decision-making Hu, L. (2023) [8]. When AI manages precise and well-contained
actions, implemented swiftly with quickly measurable and assessable results, it proves
highly productive. However, in scenarios where decisions span broader scopes, entail
longer implementation periods, and feature delayed or challenging-to-measure
outcomes, the deployment of AI becomes more intricate. In such cases, hybrid
approaches may emerge, with AI handling some phases of the process while human
decision-makers oversee others, as is often the case in marketing strategy. An
approach that can enhance AI's applicability is back-casting, where known results
from earlier decisions; this approach leverages both historical data from the analysis
period and the accumulated knowledge of strategic marketers. It harnesses techniques
such as rule elicitation and case-based reasoning to capture and integrate this
"historical expertise" into the system during training.

The rise of AI in promotion is not a standalone development; rather, it aligns with the
wider and swift progress of marketing technology. This progress encompasses various
aspects of marketing, including front-line operations like contact centres, as well as
the comprehensive management of marketing resources. This harmonious evolution
facilitates the integration of AI into marketing by automating diverse tasks and
producing valuable data to underpin AI-driven applications. However, it underscores
the importance of seamlessly integrating AI with these systems, allowing for
automatic data feeds and reciprocal recommendations between AI and other facets of
marketing operations.

1.1.3 Ethical and data protection issues

Marketing encompasses actions taken with regard to customers and the utilization of
their data, both of which carry significant ethical implications. The practice of relying
on computers to determine which customers should receive specific product offers or
to identify potential instances of fraud has become commonplace, particularly in
industries like financial services. However, it has already sparked concerns regarding
fairness and the establishment of trust Zheng, Z. (2023) [10]. When it comes to

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handling customer data, prevailing legislation underscores the utmost importance of
ensuring that AI-driven processes comply with ever more stringent data protection
regulations and adhere to fundamental ethical principles that marketers are expected
to uphold.

1.1.4 Trends in consumer market spending and allocation

In many advanced economies, consumer spending has increasingly shifted towards

services, and government expenditure prominently includes vital services like
healthcare, education, and security. Services offer a wealth of data on consumer
behaviour, especially with the rise of digitalization, as usage patterns, not just
purchases, can be tracked to a significant extent. The richness of this data is steadily
growing; for instance, certain motor insurance policies now mandate the use of
tracking devices to monitor usage habits. Data assumes a central role in this paper
because the absence of data represents a significant obstacle to the effective use of AI.

Another noteworthy development is the appearance of colossal online retailers such as

Amazon and eBay, as well as advertising platforms like Google. These platforms
gather extensive data on product and service purchases, which may or may not be
shared with the original providers El Ghazi, M. (2023) [11]. This data has become a
focal point in commercial transactions and serves as a crucial resource for these
"platform players" in shaping their marketing strategies.

Finally, within the domain of consumer spending, there are notable shifts in
consumption patterns. Traditional visits to cinemas are being replaced by the
preference for streaming video services, while mobile apps have become the primary
source of entertainment. The avenues through which consumers acquire goods and
services are also evolving, propelled by the digitalization of content. This transition
from physical to virtual retail is particularly conspicuous in sectors like holiday
bookings, fashion, and furniture. Additionally, in certain countries, the aging
population is expediting the move from physical products to services tailored to meet
the needs of older adults more effectively Xie, Y. (2021) [12].
1.2 Business to business (B2B) marketing

A substantial portion of the initial evolution of client relationship management (CRM)

originated from the practices of B2B enterprises. These companies initially fostered

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customer relationships primarily through sales teams and later established contact
centres (e.g., as seen in works like Stone and Shaw, 1987, 1988; Stone et al., 1990).
Nevertheless, the data-abundant environment of consumer marketing has largely
steered the discourse on marketing automation toward consumer markets Carlson, B.
D. (2017) [14]. It is important to note that many aspects of B2B marketing closely
parallel consumer marketing, especially in cases involving interactions with numerous
small businesses.

On the conflicting end of the spectrum lies the domain of major account and key
account marketing, where substantial contracts are negotiated, and customer
relationships are personally managed by dedicated sales teams (Hughes et al., 2004).
Nonetheless, even in this arena, there is a growing trend towards extensive
digitalization. As an example, sophisticated gratified management schemes are
utilized to customize content for individual forecasts and customers. Every interaction
with this content, including downloads and engagement is closely monitored and
analysed. This enables suppliers to rank customers rendering to their degree of
interest in a product or service. Nevertheless, as we will delve into further, factors
such as significant disparities among customers and the ensuing complexities in
replicating decisions concerning them can limit the effectiveness of artificial
intelligence (AI) in this particular context.

1.3 Public sector marketing

In select republics where the community sector plays a substantial role in consumer
spending, numerous principles and strategies commonly addressed in consumer
marketing remain relevant. Furthermore, in certain situations, cooperative initiatives
amid community and private sector organizations can generate similar results. For
instance, partnerships between government-operated airports and privately possessed
carriers and retailers can produce comparable effects.

The demarcation between public and secluded spending, coupled with the associated
data, is currently undergoing a significant shift P. K. (2017) [15]. Governments are
increasingly involved in facilitating service delivery, as evident in the emergence of
smart cities (Stone et al., 2018). In smart cities, information stages used to oversee
services may be either partially or completely government-owned. Indeed, the notion
of public subdivision information platforms serving as arenas where both public and

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private sector entities compete to deliver public facilities has been extensively
deliberated, often described as the "administration as a platform" concept (Brown et
al., 2017). Consequently, public spending is undeniably pertinent to this paper.
Nevertheless, certain aspects of AI utilization may encounter constraints due to
political decisions, data protection regulations, and government mandates.

1.4 The strategic decision-making process (SDMP)

A comprehensive body of literature on this subject has been thoroughly reviewed,
with Shepherd and Rudd (2014) offering a concise summary. This body of work
stems from the imperative to gain insights into the processes governing strategic
decision-making rather than solely focusing on the resulting outcomes. Nonetheless,
when it comes to the specific application of Strategic Decision-Making Processes
(SDMP) within the field of marketing, there is a notable scarcity of literature. The
majority of existing SDMP literature tends to concentrate on broader management
topics, especially financial decisions associated with acquisitions and mergers, as well
as delving into the psychological aspects of decision-making, specifically the
cognitive dimension Stephen, A. T. (2020) [16].

The SDMP literature underscores the significance of several key factors, including:

 External ecological attributes

 Internal organizational attributes
 Characteristics and behaviors of the top organization team
 Aspects related to the functioning of other teams
 Characteristics specific to the decision at hand
 Personal characteristics of the decision makers
 The role of data and technology
 Cognitive aspects of decision-making

However, it's worth noting that the SDMP works has not yet been effectively
integrated with the body of work on the utilization of AI in decision-making. As a
result, there is a pressing need to establish a connection between these two bodies of
literature.

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1.5 Scope and significance of the study
Given the broad possibility of the marketing field, the authors intentionally opted to
concentrate on numerical marketing. The choice to travel this theme was ambitious by
the extensive media exposure that both digital marketing and artificial intelligence
had garnered prior to embarking on their thesis research. This media attention
remained a constant presence throughout their research journey. Furthermore, the
authors are deeply passionate about following careers in the marketing field in the
immediate future.

The primary objective behind crafting this thesis was to obtain the most pertinent and
valuable insights about the association amid false intelligence and digital marketing
was chosen as a primary focus for the thesis due to the compelling reasons detailed
earlier Connolly, R. (2023) [17]. Precisely, the authors will explore the domains of
artificial intelligence, machine learning, big data, and numerical advertising, with the
overarching impartial of elucidating their substantial advantages.

Also, the authors will investigate the upcoming potential of artificial intelligence in
both marketing and the wider commercial arena. Their aim is for this thesis to equip
marketing professionals with a greater understanding of AI, enabling them to navigate
this domain more effectively. By sharing their discoveries, the authors aspire to
motivate fellow marketers to explore further the swiftly evolving landscape of digital
marketing.

Lastly, the process of researching and crafting this thesis is anticipated to bolster the
authors' career prospects, as it provides them with a thorough comprehension of AI
and its implications in digital marketing from multiple angles, especially in light of
the ground-breaking advancements in the field during 2022.

1.6 Key concepts

Artificial Intelligence (AI) This mentions to the concept and advancement of
computer schemes that can achieve tasks typically necessitating humanoid
intelligence. These tasks include visual recognition, voice recognition, solving
intricate problems, and the capacity to understand languages.

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Machine Learning (ML) denotes a computer's capacity to learn from raw data rather
than relying solely on human-provided instructions. This empowers machines to
identify patterns and extract valuable insights from the data they collect through their
sensors.

Search Engine Optimization (SEO) Involves the practice of optimizing a website

using a combination, with the goal of improving its visibility and ensuring effective
indexing by search engines such as Google, Bing, and others. Attaining a successful
and organic placement on a search engine results page requires significant dedication
and effort Teoh, C. W. (2022) [18].

1.6.1 Artificial Intelligence

Artificial Intelligence (AI) is the pursuit of imparting computer schemes with abilities
that emulate human intelligence. Its origins trace spinal to the 1950s, notably with
Alan Turing's introduction of the Turing Test in 1950, which posed the inquiry of
whether machines can manifest human-like cognition. John McCarthy further
solidified this field by coining the term "Artificial Intelligence" in 1955 and
orchestrating the 1956 Dartmouth Seasonal Investigation Scheme on Artificial
Intelligence. At its core, AI, as per their proposition, revolves around equipping
machines with the capacity to display intelligent behaviors reminiscent of human
capabilities.

Artificial Intelligence (AI) plays a pivotal part in ornamental various global

operations and services. As discussed by Wichert (2020), AI is instrumental in
quantum computing and machine learning, enabling rapid problem resolution. The
increasing volume and complexity of data surpassing human capacity can be
effectively managed through machine learning (Wichert, 2020). Quantum computing's
capacity to swiftly solve complex problems simplifies labor and necessitates the
integration of machine learning in AI. These advantages continue to accrue, even in
the absence of a comprehensive quantum computing solution.

In this thesis “their work titled "Advances in Artificial Intelligence Research and
Development," Pujol et al. (2014) provide valuable insights into the most recent
breakthroughs and applications in the field of AI. Among the notable examples are
pioneering advancements. For instance, Automaton Pointer Dexterity involves the

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training of robots in simulated environments to enable them to seamlessly apply their
acquired knowledge in novel contexts, thus fostering the enhancement of dexterity &
Kumar, S. (2023) [19].

Reig-Bolao (2013) highlights the significance of Generative Adversarial Networks

(GANs) as advancement in AI. Generative Adversarial Networks (GANs) address
ethical concerns through their algorithmic approach, utilizing neural networks to
produce synthetic content. Subsequently, this generated content undergoes evaluation.
V. (2013) [20]. While GANs hold great promise for various applications, they also
raise apprehensions regarding their potential for misuse in generating deceptive
content.

Tanveer (2021) underscores how AI automates marketing processes. Deep learning, a

subset of AI, enhances the precision of user behaviour recognition, aiding in
identifying potential consumers and offering personalized product recommendations.
It enables marketers to focus efforts on qualified leads, ultimately streamlining
marketing efforts Tanveer et al., 2021 . AI also supports product personalization by
segmenting potential customers based on various factors and leveraging consumer
data for product-related insights (Tanveer et al., 2021). For instance, Under Armour
utilized IBM's Watson to create a tailored fitness monitoring app called "Record" by
amalgamating their customer data with third-party information (Tanveer et al., 2021).

In line with Hermann (2021), AI empowers the delivery of personalized messages to

customers through predictive analysis. Companies like Netflix and Amazon employ
AI to suggest content and products based on customer preferences (Hermann, 2021).
This data-driven approach allows marketers to offer targeted recommendations,
enhancing customer satisfaction (Hermann, 2021). Moreover, AI streamlines
problem-solving processes and serves as a cost-effective measure, with a substantial
portion of consumer interactions occurring without human intervention (Hermann,
2021).

1.6.2 Machine Learning

Machine learning, a subsection of artificial intelligence, automates the development of

logical and theoretical models, allowing processors to autonomously adapt to new
scenarios. As highlighted by Mahesh (2020), the application of machine learning in

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predicting stock prices has faced challenges due to the multitude of variables
influencing stock pricing.

Mahesh (2020) categorizes machine learning into three main types: While each
category has its specific focus, Mahesh's research underscores Reinforcement
Learning as the most effective and creative approach for forecasting stock prices.

According to Sharma (2020), supervised learning, a subset of machine learning,

revolves around knowledge acquisition finished the examination of branded data. In
this process, a dataset containing examples with recognized consequences is
integrated into the study data. As new statistics is calm and examined, the learning
model utilizes the parameters from the dataset to make subtle adjustments, enabling
accurate classification of incoming information. This type of machine learning
possesses the capability to forecast data that hasn't yet been processed by the system,
thus facilitating precise predictions. Conversely, unsupervised learning involves
exploring data with an undetermined structure beforehand and categorizing it based
on inherent patterns and similarities. This type of analysis enables the extraction of
valuable insights without the need for predefined output variables. Unlike supervised
learning, unsupervised learning involves learning from unprocessed data.

In their work from 2018, Sutton and Barto introduce "reinforcement learning" as a
unique subset of machine learning within the domain of deep learning. Its objective is
to construct models that improve performance based on prior data processing. In this
learning paradigm, a reward system is crucial, with rewards granted for each
accomplishment. This structure can be likened to an instructional module where
students receive rewards for completing required activities and meeting the
specifications of a dataset.

1.7 The advantages and disadvantages of Marketing using Artificial

Intelligence
1.7.1 Advantages of Marketing using Artificial Intelligence

 Data Analysis and Insights: Artificial Intelligence has the capability to rapidly
and accurately process extensive data sets, furnishing marketers with valued

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 insights into consumer behaviour, favourites, and trends. This data driven
method facilitates more well-informed decision-making.
 Personalization: AI algorithms can analyse customer data to create highly
personalized marketing campaigns. This personalization increases customer
engagement and conversion rates by delivering relevant content and offers.
 Automation: Artificial Intelligence has the capacity to automate repetitive
marketing tasks, including email advertising, social television placement, and
ad placement. This frees up dealers to focus on plan and creativity rather than
manual labor.
 Predictive Analytics: AI can forecast upcoming trends and client behaviour
based on past data, helping businesses stay ahead of the competition and
adjust their strategies accordingly.
 Cost Efficiency: By automating tasks and improving targeting, AI can
decrease marketing costs and improve the return on investment (ROI).
 24/7 Availability: Chabot’s and virtual helpers motorized by AI can deliver
round the clock customer support and assistance, enhancing the customer
experience.
 A/B Testing Optimization: AI can optimize A/B tests by quickly analysing
results and making recommendations for improvements, leading to more
effective campaigns.

1.7.2 Disadvantages of Marketing using Artificial Intelligence

 Privacy Concerns: Collecting and analysing vast amounts of customer data

raises privacy concerns. Marketers must be careful to comply with regulations
like GDPR and ensure they have the consent of customers to use their data.
 Initial Costs: Implementing AI-powered marketing strategies can be
expensive. Small businesses may struggle to afford the necessary technology
and expertise.
 Complexity: AI marketing tools and algorithms can be complex, requiring
specialized knowledge to implement and manage effectively.
 Lack of Creativity: While AI can optimize processes and provide data-driven
insights, it may struggle with creative tasks like content creation and
storytelling that require human creativity and emotional intelligence.

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  Overreliance: Overreliance on AI for decision-making can lead to a disconnect
from the human element of marketing and customer relationships.
 Technical Challenges: AI systems can experience technical issues, such as
downtime or inaccuracies, which can disrupt marketing efforts.
 In summary, marketing with AI offers many advantages, including improved
data analysis, personalization, automation, and cost efficiency. However, it
also comes with challenges related to privacy, bias, cost, and the need for
human creativity and oversight. Successful AI marketing strategies strike a
balance between harnessing the power of AI and maintaining ethical and
human-cantered marketing practices.

1.8 Thesis Outlines

This Thesis comprise of the following chapters:

Chapter 2 in this chapter completes Literature review and related work of this
research work.

Chapter 3 in this chapter Completes Digital Marketing Using AI Outline.

Chapter 4 in this chapter completes Aims and Objectives of Digital Marketing

Using AI.

Chapter 5 in this chapter completes Implementation & Results.

Chapter 6 in this chapter conclusion of the complete thesis work.

1.9 Contributions

The primary contributions of this thesis encompass the following key aspects:

 Thorough Examination and Analysis: This thesis will conduct an in-

depth comparative analysis of various existing models in the field of Digital
Marketing. Additionally, it will explore open-source cloud platforms with
the aim of integrating them into the current research.
 Development of an Automated Optimization Framework: Based on the
comprehensive study and analysis of diverse models, an innovative
framework for Digital Marketing will be meticulously designed. This

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 framework will be geared towards effectively comprehending and
forecasting consumer demands, thereby optimizing marketing strategies.
 Integration and Testing: The proposed Digital Marketing framework will
be seamlessly integrated into an open-source platform for the purposes of
validation and rigorous testing.
 Performance Assessment: The effectiveness and efficiency of the
proposed framework will be rigorously evaluated under varying market
conditions to ascertain its robustness and adaptability.

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