The impact of artificial intelligence on digital marketing

Abstract: Date: [2022-05-25] Level: Bachelor/Master thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, MälardalenUniversity Authors: Ahmed Mohamud (93/06/29) & Abdul Moaz Alkhayat (97/01/01 ) Title: Impact of Artificial Intelligence in Digital Marketing Supervisor: Stylianos Papaioannou Keywords: Artificial Intelligence (AI) Machine learning (ML) Search engine optimization (SEO) Research questions: How does AI affect digital marketing and help companies improve theirperformance? Purpose: The aim of this study is to determine the Impact of AI in digital marketingby analyzing and determining how companies utilize AI to improve performance. Method: This is a qualitative study with an inductive approach conducted using semistructured interview questions and analyzed using template analysis. Conclusion: Marketers have high standards that AI will continue to develop automationparameters and that automation will gradually take over the majority of marketing procedures.Marketers today are willing to learn how to improve digital marketing to touch on everycustomer and clearly express their desires. AI can help companies reach their potential marketinggoals.1