Transformation of Marketing Decisions through Artificial Intelligence and Digital Marketing


  • Khansa Zaman SZABIST, Islamabad, Pakistan



Artificial Intelligence (AI), Consumer behavior, Digital Marketing, Big Data, Marketing Analytics


Artificial Intelligence (AI) is ornamental to the strategic decisions of consumers and its competitive nature and has rapidly transformed the dynamics of the emerging digital world. The evolution of predictive marketing has increased the understating of consumer decision-making. Moreover, AI has enabled many businesses to predict big consumer data to fulfill customer expectations and provide customized products and services. AI’s role has been increased in operational marketing, such as design and selection of ads, customer targeting and customer analysis. Nevertheless, the role in strategic decision-making by employing machine learning techniques, knowledge representation, and computational intelligence improves efficacy. This article aims to provide a comprehensive understating of the role of AI in digital marketing to understand their target audience better. Secondly, it also accentuates the role of AI and predictive marketing in understanding complex consumer behavior by highlighting several solutions to predict the expectations of consumers. Moreover, the contribution of AI in managing customer relationships with an active role of managers is also one of the study's aims. The current study also discusses the future of AI in marketing and managers' role in utilizing disruptive technology. This paper's managerial implications are pertinent because deploying AI in competitive businesses is key to improving decision-making. 

Author Biography

Khansa Zaman, SZABIST, Islamabad, Pakistan

Assistant Professor, Department of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science & Technology (SZABIST), Islamabad Campus. Pakistan.


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How to Cite

Zaman, K. (2022). Transformation of Marketing Decisions through Artificial Intelligence and Digital Marketing. Journal of Marketing Strategies, 4(2), 353 - 364.