• Dr.Sheik Kaasim Shah

Artificial Intelligence (AI) has emerged as a transformative force in digital marketing, significantly reshaping strategies and operational practices in online retailing. With the rapid expansion of e-commerce and increasing consumer expectations for personalized and seamless digital experiences, AI-driven technologies have become essential tools for competitive advantage. Applications such as machine learning, predictive analytics, recommendation systems, chatbots, dynamic pricing, and sentiment analysis enable retailers to enhance customer engagement, optimize marketing campaigns, and improve operational efficiency. This empirical study examines both the opportunities and challenges associated with AI adoption in digital marketing within online retailing. Using a quantitative research design, primary data were collected from 210 online retail marketing professionals through a structured questionnaire. Statistical tools including correlation and regression analysis were employed to assess the impact of AI adoption on marketing performance. The findings reveal that AI significantly improves customer personalization, marketing efficiency, and sales performance. However, concerns related to data privacy, algorithmic bias, implementation costs, and skill gaps remain substantial barriers. The study concludes that while AI adoption positively influences marketing effectiveness, sustainable implementation requires ethical governance, workforce training, and regulatory compliance. The paper provides strategic recommendations for responsible AI integration in online retail marketing.

Artificial Intelligence; Digital Marketing; Online Retailing; E-commerce; Marketing Performance; Predictive Analytics.

"Artificial Intelligence in Digital Marketing: Opportunities and Challenges for Online Retailing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 3, page no.231-239, March-2026, Available :http://www.jetir.org/papers/JETIRHM06035.pdf

"Artificial Intelligence in Digital Marketing: Opportunities and Challenges for Online Retailing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 3, page no. pp231-239, March-2026, Available at : http://www.jetir.org/papers/JETIRHM06035.pdf