The Impact of Artificial Intelligence (AI) on Digital Marketing; A Transformation in Customer Acquisition Methods

Document Type : Original Article

Authors
Samaneh Yousefi 1
Majid Fattahi 2
1 PhD Student, Department of Management, Sari Branch, Islamic Azad University, Sari, Iran.
2 Assistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.
10.22034/jmek.2025.496266.1157
Abstract
Artificial Intelligence (AI), recognized as one of the most transformative technologies in recent decades, has had a profound and far-reaching impact on numerous fields, particularly digital marketing. This article systematically examines the multifaceted effects of AI on customer acquisition methods within marketing and critically analyzes the significant transformation it has created in this dynamic field. Utilizing a review-analytical approach, the study explores how the integration of AI in marketing enables companies to render their strategies more efficient and highly targeted. By leveraging AI-based technologies such as machine learning, big data analytics, and intelligent chatbots, businesses can personalize customer experiences, optimize advertising campaigns, and accurately predict consumer behavior. Furthermore, the paper investigates the role of tools based on recommender systems, targeted advertising, and sentiment analysis, demonstrating how they improve marketing processes and offer innovative ways to interact with customers. The article comprehensively reviews the changes and developments AI has introduced to marketing, thoroughly analyzing both its strategic advantages and inherent challenges, such as data privacy concerns. Additionally, emerging trends driven by AI and their subsequent impact on marketing decisions, advertising strategies, and overall customer experience are discussed in detail. The results of this research indicate that AI can be significantly effective in enhancing customer experience, increasing brand loyalty, and ultimately driving sales growth. Advanced and innovative technologies have undeniably revolutionized various industries, and marketing is certainly no exception to this paradigm shift.
Keywords
Artificial Intelligence
Digital Marketing
Customer Acquisition
Personalization
Big Data Analysis
Subjects

 

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Management, Economics and Entrepreneurship Studies
Volume 6, Issue 3
Autumn 2025
Pages 99-112

  • Receive Date 28 December 2024
  • Revise Date 03 February 2025
  • Accept Date 09 July 2025