The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape
This study aims to thoroughly investigate how Artificial Intelligence (AI) is strategically integrated into digital marketing practices and its consequential effects on Indonesia’s fiercely competitive business environment. Employing a quantitative research approach, this study meticulously examines...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Ital Publication
2024-12-01
|
| Series: | Emerging Science Journal |
| Subjects: | |
| Online Access: | https://ijournalse.org/index.php/ESJ/article/view/2463 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850168223307137024 |
|---|---|
| author | Heny Hendrayati Mochamad Achyarsyah Frederic Marimon Ulil Hartono Lennora Putit |
| author_facet | Heny Hendrayati Mochamad Achyarsyah Frederic Marimon Ulil Hartono Lennora Putit |
| author_sort | Heny Hendrayati |
| collection | DOAJ |
| description | This study aims to thoroughly investigate how Artificial Intelligence (AI) is strategically integrated into digital marketing practices and its consequential effects on Indonesia’s fiercely competitive business environment. Employing a quantitative research approach, this study meticulously examines Indonesian enterprises’ prevailing strategies for AI utilization. The research method employed in this study is quantitative, with the unit of analysis being Indonesian companies. The sample size comprises 100 companies selected through the stratified random sampling technique. Analysis of the data is conducted using the SPSS statistical package. Through detailed analysis of survey data and advanced statistical techniques, the research reveals a significant positive correlation between the integration of AI in digital marketing and improved marketing effectiveness. The study highlights a noticeable increase in customer engagement metrics and noteworthy enhancements in conversion rates among businesses proficient in leveraging AI technologies, further reinforcing this correlation. Additionally, the findings suggest that companies embracing AI demonstrate significantly heightened adaptability to the constantly evolving market dynamics, strengthening their competitive positioning. These insightful discoveries underscore the critical importance of harnessing AI’s transformative capabilities within digital marketing strategies to sustain and bolster a competitive edge in the marketplace. Furthermore, the study discusses its contributions to existing knowledge and provides practical implications for marketers and business policymakers in Indonesia.
Doi: 10.28991/ESJ-2024-08-06-012
Full Text: PDF |
| format | Article |
| id | doaj-art-862a9ae3c8a347209664dada7c2d76e3 |
| institution | OA Journals |
| issn | 2610-9182 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Ital Publication |
| record_format | Article |
| series | Emerging Science Journal |
| spelling | doaj-art-862a9ae3c8a347209664dada7c2d76e32025-08-20T02:21:01ZengItal PublicationEmerging Science Journal2610-91822024-12-01862343235910.28991/ESJ-2024-08-06-012743The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business LandscapeHeny Hendrayati0Mochamad Achyarsyah1Frederic Marimon2Ulil Hartono3Lennora Putit4Universitas Pendidikan Indonesia, Bandung, West Java Province, 40154,Politeknik Manufaktur Bandung, Bandung, West Java Province, 40135,Universitat Politècnica de Catalunya, C. de la Immaculada, 22, Sarrià-Sant Gervasi, 08017 Barcelona,Universitas Negeri Surabaya, Surabaya, East Java Province, 60231,Universiti Teknologi Mara, Puncak Alam Campus, Puncak Alam 42300, Selangor,This study aims to thoroughly investigate how Artificial Intelligence (AI) is strategically integrated into digital marketing practices and its consequential effects on Indonesia’s fiercely competitive business environment. Employing a quantitative research approach, this study meticulously examines Indonesian enterprises’ prevailing strategies for AI utilization. The research method employed in this study is quantitative, with the unit of analysis being Indonesian companies. The sample size comprises 100 companies selected through the stratified random sampling technique. Analysis of the data is conducted using the SPSS statistical package. Through detailed analysis of survey data and advanced statistical techniques, the research reveals a significant positive correlation between the integration of AI in digital marketing and improved marketing effectiveness. The study highlights a noticeable increase in customer engagement metrics and noteworthy enhancements in conversion rates among businesses proficient in leveraging AI technologies, further reinforcing this correlation. Additionally, the findings suggest that companies embracing AI demonstrate significantly heightened adaptability to the constantly evolving market dynamics, strengthening their competitive positioning. These insightful discoveries underscore the critical importance of harnessing AI’s transformative capabilities within digital marketing strategies to sustain and bolster a competitive edge in the marketplace. Furthermore, the study discusses its contributions to existing knowledge and provides practical implications for marketers and business policymakers in Indonesia. Doi: 10.28991/ESJ-2024-08-06-012 Full Text: PDFhttps://ijournalse.org/index.php/ESJ/article/view/2463artificial intelligence (ai)digital marketingbusiness competitivenessmarket dynamicsmarketing strategies. |
| spellingShingle | Heny Hendrayati Mochamad Achyarsyah Frederic Marimon Ulil Hartono Lennora Putit The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape Emerging Science Journal artificial intelligence (ai) digital marketing business competitiveness market dynamics marketing strategies. |
| title | The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape |
| title_full | The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape |
| title_fullStr | The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape |
| title_full_unstemmed | The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape |
| title_short | The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape |
| title_sort | impact of artificial intelligence on digital marketing leveraging potential in a competitive business landscape |
| topic | artificial intelligence (ai) digital marketing business competitiveness market dynamics marketing strategies. |
| url | https://ijournalse.org/index.php/ESJ/article/view/2463 |
| work_keys_str_mv | AT henyhendrayati theimpactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape AT mochamadachyarsyah theimpactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape AT fredericmarimon theimpactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape AT ulilhartono theimpactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape AT lennoraputit theimpactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape AT henyhendrayati impactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape AT mochamadachyarsyah impactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape AT fredericmarimon impactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape AT ulilhartono impactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape AT lennoraputit impactofartificialintelligenceondigitalmarketingleveragingpotentialinacompetitivebusinesslandscape |