THE ROLE OF ARTIFICIAL INTELLIGENCE IN CONTEMPORARY DIGITAL MARKETING STRATEGIES: A SYSTEMATIC REVIEW

The rapid development of digital technologies has significantly transformed contemporary marketing practices, placing artificial intelligence (AI) at the centre of strategic decision-making and customer engagement. This study aims to systematically review recent academic literature on the role of artificial intelligence in contemporary digital marketing strategies, with particular emphasis on personalisation, predictive analytics, marketing automation, and ethical implications. By synthesising empirical and theoretical evidence, the review seeks to provide an integrated understanding of how AI reshapes marketing processes and organisational performance. A systematic literature review methodology was employed, following established review protocols to ensure transparency and methodological rigour. Relevant studies published between 2022 and 2026 were identified through structured searches of the major academic database, Google Scholar. After applying predefined inclusion and exclusion criteria, sixteen peer-reviewed articles were selected for qualitative content analysis and thematic synthesis. Both quantitative and qualitative research designs were considered, encompassing survey-based studies, machine learning applications, case analyses, and systematic reviews. The findings indicate that artificial intelligence significantly enhances digital marketing effectiveness by improving customer segmentation, personalisation, forecasting accuracy, and resource optimisation. Machine learning techniques, particularly clustering and ensemble learning, enable more precise targeting and campaign optimisation, while AI-powered automation supports real-time decision-making and customer interaction. However, the review also identifies persistent challenges related to data quality, model transparency, system integration, and ethical concerns, particularly regarding privacy and algorithmic bias. Overall, the study highlights that while artificial intelligence offers substantial strategic advantages, its long-term value depends on responsible implementation, organisational readiness, and effective governance structures. The review contributes to existing literature by consolidating current evidence and identifying research gaps, particularly in qualitative inquiry and cross-cultural analysis. These findings provide practical and theoretical insights for researchers and practitioners seeking to leverage AI for sustainable and competitive digital marketing.