Artificial intelligence in digital marketing automation: Enhancing personalization, predictive analytics, and ethical integration

Artificial Intelligence (AI) is revolutionizing digital marketing automation by enhancing efficiency, personalization, and predictive capabilities. This study examines the role of AI in transforming marketing practices, focusing on its applications, benefits, ethical considerations, and future directions. By leveraging AI tools such as predictive analytics, NLP, and chatbots, businesses can achieve improved customer segmentation, content personalization, and campaign optimization in marketing strategies. Secondary data from journals, articles, and conference papers were synthesized to provide insights into AI's impact on digital marketing automation. A systematic literature review utilizing the PRISMA methodology initially identified 2,850 records from database searches. Following the removal of duplicates and non-relevant studies, 1,035 records were screened for eligibility based on defined criteria, resulting in the inclusion of 150 relevant studies and 25 high-quality reports for detailed analysis. This robust approach ensured the inclusion of high-quality research, minimizing biases. The findings reveal that AI enhances digital marketing by streamlining processes, automating repetitive tasks, and delivering hyper-personalized customer experiences. Predictive analytics helps anticipate consumer behavior, while chatbots improve real-time customer engagement. However, challenges such as data privacy, algorithmic bias, and the high costs of AI adoption persist. AI adoption allows businesses to make data-driven decisions, improve customer retention, and maximize return on investment. Ethical AI practices, such as transparency and algorithm fairness, are essential for maintaining consumer trust. The study primarily focuses on existing literature, with limited empirical validation. Future research should explore long-term effects of AI-driven marketing on consumer behavior and investigate its integration with emerging technologies like the Internet of Things (IoT) and blockchain. Additionally, tailored AI solutions for SMEs and under-researched areas, such as B2B marketing, are critical for inclusive growth.