• Dr. Boda. Renuka

The rapid spread of Artificial Intelligence (AI) has triggered a fundamental shift in digital commerce, transforming it from manual, reactive methods to autonomous, proactive orchestration. This article investigates the multidimensional influence of AI on digital marketing, with an emphasis on Generative AI (GenAI), Predictive Analytics, and Autonomous Agents. This paper explains how AI integration improves the customer lifecycle, optimises marketing spending, and redefines brand-consumer connections by conducting a thorough examination of current market applications and empirical data. The study also addresses important ethical issues, such as data privacy, algorithmic transparency, and the environmental impact of large-scale computing. The report finishes with a strategic framework to help businesses manage the shift to "Agentic Commerce."

Artificial Intelligence (AI), Generative AI (GenAI), Digital Commerce, Algorithmic Marketing, Hyper-Personalization, Agentic Commerce, Customer Lifetime Value (CLV), Predictive Analytics, Marketing Orchestration, Generative Engine Optimization (GEO).

"AI IN DIGITAL MARKETING: DRIVING THE FUTURE OF GLOBAL COMMERCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 2, page no.140-144, February-2026, Available :http://www.jetir.org/papers/JETIRHJ06030.pdf

"AI IN DIGITAL MARKETING: DRIVING THE FUTURE OF GLOBAL COMMERCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 2, page no. pp140-144, February-2026, Available at : http://www.jetir.org/papers/JETIRHJ06030.pdf