DIGITAL MARKETING: CONTRIBUTIONS OF ARTIFICIAL INTELLIGENCE IN THE CREATION OF PERSONALIZED STRATEGIC CONTENT

Abstract

This work analyzed the application of artificial intelligence (AI) in digital marketing, focusing on the creation of personalized content and strategies aimed at the retail sector. Through an exploratory and descriptive approach, a literature review and a practical study were carried out using ChatGPT, which generated content for fictitious companies from different niches. This study demonstrated the ability of AI to personalize messages and adapt to different audiences and niches. The study highlighted benefits such as agility in content production, precision in personalization, and the democratization of advanced marketing strategies, even for small businesses. However, limitations were discussed, such as the reliance on structured data and the ethical challenges related to privacy and transparency. The research concludes that AI is a powerful tool for optimizing digital marketing strategies, especially in campaign personalization and audience segmentation, but that its effective use requires human guidance and ethical application. This study contributes to broadening the understanding of the impact of AI on digital marketing and its potential as an ally in market transformation.