Endurance of digital marketing with artificial intelligence

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Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2021. "Endurance of digital marketing with artificial intelligence." Bove, Liliana L., Bell, Simon J. and Hito, Abraham Hito (ed.) ANZMAC 2021: Something Different. Melbourne, Australia 29 Nov - 01 Dec 2021 Melbourne, Australia.

Paper/Presentation Title	Endurance of digital marketing with artificial intelligence
Presentation Type	Presentation
Authors	Rabby, Fazla (Author), Chimhundu, Ranga (Author) and Hassan, Rumman (Author)
Editors	Bove, Liliana L., Bell, Simon J. and Hito, Abraham Hito
Journal or Proceedings Title	ANZMAC Conference 2021: Proceedings
ERA Conference ID	76596
Number of Pages	4
Year	2021
Place of Publication	Melbourne, Australia
Web Address (URL) of Paper	https://minerva-access.unimelb.edu.au/handle/11343/297492
Conference/Event	ANZMAC 2021: Something Different
	ANZMAC Conference
Event Details	ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C C C C C C C C
Event Details	ANZMAC 2021: Something Different Parent ANZMAC Conference Event Date 29 Nov 2021 to end of 01 Dec 2021 Event Location Melbourne, Australia
Abstract	In recent years, artificial intelligence (AI) has emerged in several areas, including technology, industry, medicine, automobiles, education and digital marketing. AI is becoming increasingly popular, helping to predict buying behaviors and offering a range of benefits to digital marketing. This paper aims to investigate the impact of AI and the integration of new technology in digital marketing to add value to businesses and enhance marketing efforts. In particular, it looks at how AI is used in digital marketing and how it is changing the future of digital marketing. In conjunction with one another, these AI technologies improve performance above and beyond what is possible with digital marketing alone. The findings reveal that AI has benefited customer value creation, improved service quality, operational area, lead generation and search optimisation. AI should be appropriately used in digital platforms, which will positively impact the quality of buyer’s lifestyles.
Keywords	artificial intelligence, digital marketing, consumer behaviour
ANZSRC Field of Research 2020	350604. Marketing communications
	460209. Planning and decision making
Public Notes	Files associated with this item cannot be displayed due to copyright restrictions.
Byline Affiliations	School of Business
Institution of Origin	University of Southern Queensland

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