Application of AI technology in modern digital marketing environment

Purpose: The purpose of this paper is to explore the various application of artificial intelligence (AI) to social media and digital advertising professionals and agencies to specialize to an advanced degree and maintain collaboration and creativity to bring a better return on investment. Design/methodology/approach: Digital marketers are still oblivious to the importance of AI application, while some others simply do not know how to implement it. AI is currently acting as a significant disruption in digital and social media marketing worldwide. Findings: Based on the literature review, the paper identifies the various AI applications in the field of digital media marketing. Originality/value: This paper can serve as a useful guide for social media marketers to implement AI applications to impact digital marketing strategies better.