ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING AND E-COMMERCE

Abstract

This study analyzes how Artificial Intelligence (AI) has been used in digital marketing and e-commerce, highlighting its foundations, applications, and effects on digital businesses. The research adopts a qualitative and investigative approach, based on an analysis of existing literature, addressing the theoretical application of AI through tools such as chatbots and recommendation systems. The results indicate that Artificial Intelligence enables the adaptation of products to individual preferences and needs, the provision of personalized recommendations, the creation of tailored advertisements, and the implementation of adjustments in digital platforms. Moreover, it allows for task automation and increased effectiveness in marketing actions, contributing to the optimization of consumer experience and the growth of financial profit. The study also highlights relevant challenges, such as the need for an adequate technological infrastructure, the training of qualified professionals, high operational costs, and ethical and legal implications, especially regarding data protection. It is concluded that AI represents a significant advancement for digital marketing, provided that it is applied in an organized, responsible, and conscious manner, considering the challenges it entails. Furthermore, digital marketing stands out as an essential field for the practical application of Artificial Intelligence, since it is within this context that personalized strategies, real-time data analysis, and audience segmentation become more effective. The integration between AI and digital marketing enhances business results, allowing for more assertive communication, more relevant consumer experiences, and a more competitive brand positioning in the market.