Role of AI and Automation in Transforming Digital Marketing for Business

In the modern digital era, Artificial Intelligence (AI) and automation have significantly transformed the way businesses conduct digital marketing activities. AI-powered tools and automated systems help companies analyze consumer data, personalize marketing campaigns, improve customer engagement, and optimize decision-making processes. This study examines the role of AI and automation in reshaping digital marketing strategies and enhancing business performance. A descriptive research design was adopted for the study. Primary data were collected through a structured questionnaire from 30 respondents using convenience sampling. Secondary data were collected from research journals, books, and online sources related to artificial intelligence, automation, and digital marketing. The collected data were analyzed using percentage analysis and presented in tabular form. The findings reveal that AI and automation improve targeting accuracy, customer experience, marketing efficiency, and return on investment (ROI). Businesses using AI-driven marketing tools experience better engagement and improved decision-making capabilities. The study concludes that AI and automation are essential for modern digital marketing success and long-term business growth.