The Impact of Artificial Intelligence in Marketing

Keywords:
Artificial Intelligence, Marketing, Ethics, Algorithm, Data

Abstract:
The core purpose of this paper is to examine elements that play a role in influencing Artificial Intelligence tools and algorithms with their implementation. The paper examines the impact of Artificial Intelligence on marketing, trends, and factors that have an effect on implementation and innovations. Topics include digital marketing, big data, ethical concerns and transparency in AI applications. The paper is divided in two parts. In the first section, we are going to explain essential concepts and fundamentals correlating AI algorithms and models on marketing. An analysis is looking into which factors play a role in decision-making using AI in marketing. The second part investigates uses and trends in AI-driven marketing. Examples from practice are provided to show how artificial intelligence is applied in marketing in various industries and different ways.

CITATION:

IEEE format

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A. Pavlović, M. Šarac, “The Impact of Artificial Intelligence in Marketing,” in Sinteza 2025 - International Scientific Conference on Information Technology, Computer Science, and Data Science, Belgrade, Singidunum University, Serbia, 2025, pp. 518-523. doi:10.15308/Sinteza-2025-518-523

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Pavlović, A., Šarac, M. (2025). The Impact of Artificial Intelligence in Marketing. Paper presented at Sinteza 2025 - International Scientific Conference on Information Technology, Computer Science, and Data Science. doi:10.15308/Sinteza-2025-518-523

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