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All Journal YUME : Journal of Management
Hendarti, Fatimah Abdillah, Ricca
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Economics, Econometrics & Finance Health Professions Social Sciences

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The Rise of AI-Driven Marketing: Transforming Consumer Engagement in the Digital Era Tanjung, Febrina Soraya; Hendarti, Fatimah Abdillah, Ricca
YUME : Journal of Management Vol 8, No 1 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i1.9015

Abstract

The rapid advancement of AI has revolutionized digital marketing, enabling businesses to enhance consumer engagement through data-driven insights, predictive analytics, and automation. This study explores the role of AI-driven marketing in transforming consumer interactions, focusing on personalization, communication effectiveness, and operational efficiency. Through qualitative research, including expert interviews and case studies, the findings reveal that AI enhances marketing performance by optimizing targeting strategies, improving customer experiences, and increasing return on investment (ROI). However, challenges such as data privacy concerns, algorithmic bias, and regulatory compliance pose significant ethical considerations. While AI-driven marketing offers substantial benefits, its long-term sustainability relies on responsible AI governance, transparency, and ethical best practices. This research contributes to the academic discourse on AI in marketing by providing insights into its applications, benefits, and potential risks, offering recommendations for businesses to maximize AI adoption while mitigating associated challenges. Keywords: AI-Driven Marketing, Consumer Engagement, Personalization, Predictive Analytics, Automation
Co-Authors Febrina Soraya Tanjung