Utilising artificial intelligence in digital marketing strategy: Opportunities and challenges for marketers

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Abstract

This study explores the integration of artificial intelligence (AI) in digital marketing, focusing on its impact on marketing practices and the evolving roles of marketers. The research aims to provide insights for professionals and academics by examining how AI-driven content marketing strategies affect consumer behavior, specifically purchase intentions. It hypothesizes that these strategies positively influence purchase intentions through brand awareness, customer retention, and engagement. Using qualitative analysis, case studies, and partial least square structural equation modeling (PLS-SEM), the study investigates the extent to which AI-driven marketing influences purchase intention. The results indicate that AI significantly transforms marketing operations, enhances consumer value, and drives the shift from traditional to digital marketing. PLS-SEM analysis shows that AI-driven content marketing substantially increases brand awareness, retention, and engagement, with its impact on purchase intentions being primarily indirect (Chintalapati & Pandey, 2022; Kumar et al., 2024). The study offers actionable recommendations for stakeholders to adapt to AI-driven marketing and emphasizes understanding indirect influences on purchase decisions.

Keywords: Artificial Intelligence, Digital Marketing, Purchase Intention, PLS-SEM, Marketer

Authors’ individual contribution: Conceptualization — B.H.B.; Methodology — B.H.B.; Validation — B.H.B.; Formal Analysis — S.M.B.; Investigation — B.H.B.; Resources — S.M.B.; Writing — Original Draft — B.H.B.; Writing — Review & Editing — S.M.B.; Visualization — A.H.A.; Project Administration — S.M.B.; Funding Acquisition — A.H.A.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: L86, M31, O32

Received: 14.09.2024
Revised: 14.11.2024; 25.03.2025
Accepted: 25.04.2025
Published online: 30.04.2025

How to cite this paper: Bajrami, S. M., Baruti, B. H., & Arifaj, A. H. (2025). Utilising artificial intelligence in digital marketing strategy: Opportunities and challenges for marketers. Corporate & Business Strategy Review, 6(2), 130–136. https://doi.org/10.22495/cbsrv6i2art13