author(s)
Dhayalan V and Preethi V

abstract
Artificial intelligence (AI) has completely changed a number of industries, including digital marketing. AI-driven digital marketing tactics are becoming more and more important for companies looking to boost operational effectiveness, tailor user experiences, and increase consumer engagement. In order to determine the independent and dependent variables that influence artificial intelligence's efficacy in digital marketing, this article examines the impact of AI in this field. The study investigates how artificial intelligence (AI) technologies like machine learning, natural language processing, and predictive analytics are changing digital marketing strategies through a survey of pertinent literature. The study also looks at how AI may improve customer service, content production, and insights into consumer behaviour. It ends with a discussion of the difficulties and potential paths for AI-driven marketing.