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@article{185739,
        author = {Dr. Poornima Yerramilli and Chitra M. H and Bindu S},
        title = {The Role of AI in Digital Marketing With Reference to Bangalore City},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {5},
        pages = {4017-4027},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=185739},
        abstract = {Artificial Intelligence (AI) has rapidly become one of the most influential technologies reshaping the digital marketing landscape. With the exponential rise in internet usage, social media interactions, and e-commerce activities, businesses now generate massive volumes of customer data that need to be analyzed and leveraged effectively. AI technologies such as machine learning, chatbots recommendation engines, natural language processing, and predictive analytics help marketers process this data to understand consumer behavior, automate routine tasks, and deliver personalized experiences on a scale. From targeted content creation to automated customer support, AI tools are increasingly being integrated into marketing strategies to enhance efficiency, drive better engagement, and support data-driven decision-making. Despite these benefits, many businesses—particularly small and medium- sized enterprises—face significant challenges such as high implementation costs, lack of skilled staff to operate AI tools, and technical barriers related to integrating AI with existing systems.
This study explores the current and emerging role of AI in digital marketing with a specific focus on its impact on market performance and customer engagement. A combination of primary and secondary research methods has been used, including surveys and interviews with marketing professionals and industry experts, as well as a comprehensive review of relevant literature and case studies. The research aims to identify how AI is currently applied in areas like content creation, email marketing, customer service, and strategic decision- making, while also highlighting the key barriers that hinder wider adoption. The findings emphasize that while AI adoption is growing steadily and businesses report significant positive outcomes, there remains a strong need for better training, affordable and scalable AI solutions, and robust integration with existing marketing systems. The study concludes by offering practical recommendations for businesses to bridge these gaps and leverage AI effectively to achieve long-term competitiveness and sustain market growth.},
        keywords = {Artificial Intelligence, digital marketing, market performance, customer engagement, AI adoption, business efficient.},
        month = {November},
        }