A Study on the Strategic Use of Generative AI Tools and Their Impact on Digital Marketing Campaign Performance at S&T Group

This study examines the strategic use of generative AI tools and their impact on digital marketing campaign performance at S&T Group. As organizations increasingly implement AI-driven tools for content generation, campaign strategy, and audience interaction, it has become crucial to comprehend their true impact on marketing results. This research employs a descriptive design, utilizing primary data gathered from 50 digital marketing experts via a structured questionnaire. Various statistical methods, including percentage analysis, mean analysis, ranking analysis, correlation analysis, and cross-tabulation, were applied for data interpretation. The results indicate that a considerable majority of participants view generative AI tools as beneficial in enhancing content speed, quality, campaign strategy, and overall marketing performance. The study concludes that although AI tools provide significant advantages, their effectiveness is maximized when paired with human creativity and strategic guidance.