Implications of Artificial Intelligence on Digital Marketing

Abstract

This study aims to examine how artificial intelligence (AI) mechanisms are employed in digital marketing and to determine their impact on achieving competitive advantages, in addition to conducting a comprehensive analysis of these effects. It explores the reality of marketers' use of AI in this field, its working mechanisms, and various AI applications that contribute to the development of digital marketing. Furthermore, this study seeks to understand the role of orientations toward modern technologies as a mediator in enhancing the relationship between AI usage in digital marketing and achieving competitive advantage among Algerian companies. The study concludes that digital marketing serves as an innovative and technical approach to engaging in the electronic economy, which heavily relies on information and communication technology.