25, June 2025

Strategic Integration of Artificial Intelligence (AI) in Digital Marketing: Exploring Technologies, Implementation and Challenges

VOLUME-11; ISSUE-6; JUNE-2025

Author(s): 1. Akanksha Dayma, 2. Kamaljeet Singh, 3. Sahil Sharma, 4. Manjeet Singh

Authors Affiliations:

  1. Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Kangra- 176001, Himachal Pradesh, India

2. Assistant Professor, Department of Fashion Technology, National Institute of Fashion Technology, Kangra- 176001, Himachal Pradesh, India

3. Assistant Professor, Chandigarh Group of Colleges Jhanjeri, Mohali – 140307, Punjab, India, Chandigarh Engineering College,Mechanical Engineering Department

4. Teaching Assistant, Chandigarh Group of Colleges Jhanjeri, Mohali – 140307, Punjab, India, Chandigarh Engineering College,Department of Applied Science

DOIs:10.2015/IJIRMF/202506016     |     Paper ID: IJIRMF202506016


Abstract
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This study investigates how artificial intelligence (AI) technologies—like large data, deep learning, and machine learning—have a substantial influence on improving the efficacy of marketing. The aim is to examine how these AI tools improve marketing strategies and address the challenges faced by marketers. Using an in-depth analysis technique, this paper investigates the multiple benefits and uses of AI for forecasting consumer behavior, improving customer happiness, and optimizing advertising. The results demonstrate how AI greatly increases marketing accuracy as well as effectiveness by simplifying repetitive operations, enabling real-time personalized services, and providing greater insight into consumer needs. But challenges like the requirement for extremely specialized knowledge, significant facilities and exceptional data keep AI from realizing its true potential. Companies should put a high priority on making investments in dependable data management systems, deploying cloud-based AI solutions to reduce costs, and upholding transparency in data use to win over customers. The article recommends incorporating AI with human competence, regularly evaluating AI effectiveness, and specifically defining firm objectives to enable the optimal synchronization of artificial intelligence tools in order to control the complexities of AI in marketing. By using these strategies, marketing outcomes can be enhanced and a data-driven, personalized consumer experience can be developed.
Artificial Intelligence (AI), Marketing, Machine Learning

Akanksha Dayma, Kamaljeet Singh, Sahil Sharma, Manjeet Singh (2025); Strategic Integration of Artificial Intelligence (AI) in Digital Marketing: Exploring Technologies, Implementation and Challenges, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-6, Pp.119-125.          Available on –   https://www.ijirmf.com/

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