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Journal of Information and Optimization Sciences cover

Journal of Information and Optimization Sciences

(Since 1980)
Open Access ·Peer-reviewed·ISSN (Online): 2169-0103·ISSN (Print): 0252-2667

WoS  JIF 2026 : 0.4 (Q4)

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Monthly Journal: Publishes theoretical and applied research on topics in information and optimization sciences.

Issues up to 2022 co-published with and available at:Taylor & Francis
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Journal of Information and Optimization Sciences
Open Access Research Article

Role of artificial intelligence in optimizing digital marketing : An empirical study

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pp. 439–451Vol. 46Issue 2March 2025DOI: 10.47974/JIOS-1926XML
Received:
06 Nov 2024
Published Online:
17 Mar 2025
Article type:
Research Article
Language:
EN
Article no.:
JIOS-1926
Pages:
439–451

Abstract

Artificial Intelligence (AI) is a critical component of digital marketing optimisation because it allows companies to provide effective and personalised client experiences. Artificial intelligence (AI) systems examine enormous volumes of data to find trends and forecast customer behaviour, enabling focused advertising efforts. By helping to segment audiences, machine learning models make sure the appropriate message is delivered to the right person at the right moment. Artificial intelligence (AI)-driven solutions, like as chatbots, improve customer happiness and retention by instantly responding to inquiries and offering personalised responses. AI also frees up time for marketers to concentrate on strategy and creativity by automating tedious processes like social media management, email marketing, and content development. AI-powered predictive analytics helps companies to anticipate trends and make proactive strategy adjustments. In order to maximise ROI, AI also optimises ad budget by determining the best times and channels for commercials. Essentially, artificial intelligence (AI) changes digital marketing by making it more efficient, individualised, and data-driven, which eventually leads to improved commercial results. 227 people from digital marketing department were surveyed to know the factors that determines different role of Artificial intelligence in optimizing digital marketing and found that Personalization, Customer insights, Predictive Analytics and Automation of Marketing Processes are the factors that determines different Role of Artificial intelligence in optimizing digital marketing.

Keywords

Artificial intelligence (AI)Digital marketing optimisationPersonalised client experiencesData analysisPredict customer behaviourAudience segmentationMachine learning modelsAI-driven solutions

Subject Classifications

Primary 93A30Secondary 49K15

References

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