• Dr. Vishnu Kumar Balouva

Digital marketing is a marketing strategy that is mainly attributed to the promotion of brands or products through online channels and other digital media platforms. This includes using the internet, mobile devices, social media, search engines, and other digital technologies to connect with potential customers. Artificial Intelligence (AI) refers to the ability of machines to perform tasks that typically require human intelligence, such as learning, problem-solving, and decision-making. It encompasses a broad range of technologies and techniques used to create systems that can perceive, reason, and act in ways that are analogous to human cognition. Due to the growth of technology and its allied tools businesses are increasingly turning to Artificial Intelligence (AI) to device new and innovative strategies in order to reach and engage the customers. Due to the rise in digital platforms and also the changing expectations of customers the traditional methods of marketing are no longer attractive as well as effective as they were earlier. AI has empowered the marketers to change the methods of reaching the potential customers with the use of digital platforms leading to more targeted, personalized and development of effective marketing strategies. AI has also enabled the marketers to make effective data analysis as in the digital era there is lot of data available. Marketers today have access to vast amounts of data from customer interactions across multiple platforms. AI can process and analyze this data at incredible speeds, identifying patterns and insights that human analysts might miss. These insights help in understanding customer preferences, predicting future behavior, and optimizing marketing campaigns for better results.

Digital Marketing, Artificial Intelligence, Customer preferences, Innovation

"ROLE OF ARTIFICIAL INTELLIGENCE IN DESIGN OF EFFECTIVE DIGITAL MARKETING STRATEGIES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.200-203, August-2025, Available :http://www.jetir.org/papers/JETIRHC06028.pdf

"ROLE OF ARTIFICIAL INTELLIGENCE IN DESIGN OF EFFECTIVE DIGITAL MARKETING STRATEGIES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. pp200-203, August-2025, Available at : http://www.jetir.org/papers/JETIRHC06028.pdf