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Assessing the Use of Artificial Intelligence in Digital Marketing. Evidence from Romanian Companies

Authors
  • Simion, Petronela Cristina
  • Popescu, Mirona Ana Maria
Type
Published Article
Journal
Proceedings of the International Conference on Business Excellence
Publisher
Sciendo
Publication Date
Jul 01, 2023
Volume
17
Issue
1
Pages
1128–1138
Identifiers
DOI: 10.2478/picbe-2023-0101
Source
De Gruyter
Keywords
License
Green

Abstract

In recent years, artificial intelligence has started to play an important role in digital marketing. Companies are increasingly using this technology to personalize content, improve the performance of marketing campaigns and user experience. According to a Google report published in 2021, Romania is one of the leading countries in Central and Eastern Europe in terms of significant growth in digital advertising expenditure. As a result, the current research aims to assess the importance and impact of AI usage in Romanian companies that activate in digital marketing. To conduct this study, an online survey was developed consisting of 11 questions to establish the utilization of AI in digital marketing and the perception of employees in companies towards this technology. The sample group was selected from a contact list of digital marketing firms, social media, and professional groups. Out of the total of 30 responses collected, valid data was analyzed to identify emerging trends and patterns in the use of AI in digital marketing. The survey findings indicate that AI is perceived as a valuable tool for enhancing user experience and increasing the effectiveness of digital marketing campaigns. It is important to consider the ethical and confidentiality implications when utilizing customer data, and to refrain from employing AI in a harmful or intrusive manner.

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