Assessing Artificial Intelligence’s Influence on Digital Marketing Effectiveness: A Qualitative Semi-Structured Interview

Authors:

Pages: 181-191
DOI: https://doi.org/10.54664/BACS8718

Abstract:

Artificial intelligence has been a field of study for over six decades, experiencing alternating periods of stagnation and growth. This study investigates artificial intelligence’s transformative potential in digital marketing by conducting semi-structured interviews with ten digital marketing professionals across diverse multinational companies and organizations in Morocco. The study delves into artificial intelligence’s strategic integration, performance enhancement mechanisms, and organizational implications through a qualitative approach. Key findings emphasize critical factors influencing artificial intelligence adoption, including technological benefits, implementation challenges, and ethical considerations. The investigation employed targeted interviews to extract nuanced insights into artificial intelligence’s strategic implementation, challenges, and transformative potential across diverse organizational contexts. The research underscores the paramount importance of strategic artificial intelligence investment, seamless technological integration, and rigorous adherence to ethical standards in driving digital marketing transformation, ultimately showcasing artificial intelligence’s remarkable ability to revolutionize marketing performance and foster sustainable competitive advantages in the global business ecosystem.

Keywords:

artificial intelligence; digital marketing; marketing performance.

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