“Artificial intelligence is not the future, it is the present“
-Anonim
Why AI?
Technological development Artificial Intelligence (AI) has changed the landscape digital marketing significantly. AI not only helps companies in understanding consumer behavior,but also allows for more effective, efficient and relevant personalization of marketing strategies.AI technology makes it possible to analyze data in large quantities quickly, providing deep insights into consumer preferences, andsupport data-driven decision-making. According to the Katadata report (2023), only 10% of MSMEs in Indonesia utilize AI technology in their marketing. However, the penetration of this technology has great potential
to encourage competitiveness and innovation in the business sector, particularly in personalizingbutcustomer experience, improve marketing process efficiency, and predict market trends.Furthermore, AI supports the automation of marketing processes, such aschatbot interactive, analysisperspective, and digital advertising campaign management. With these capabilities, the Company canmaximizeReturn on Investment (ROI) and reduce resource waste.However, behind these benefits, the application of AI technology inMarketing is also faced with a number of challenges, including limited understandingtechnology, implementation costs, anddata security.
Benefits of AI in Digital Marketing Strategy
AIutilize data analysis to group consumers based on behavior, preferences,and their demographics. This allows for more targeted and relevant marketing.Content Personalization: AI Technology, such as algorithm-based recommendations, helpsThe company provides content tailored to consumer needs. Exampleimplementation is a product recommendation byAmazon or Netflix. Market Trend Prediction: AIable to process historical data to identify emerging trends, so thatcompanies can design proactive strategies. The Influence of AI on Purchasing Decisions. Studies show that the use of AI inMarketing contributes positively to consumer purchasing interest and purchasing decisions.For example,chatbot AI-based provides fast response to customers,improve user experience, and drive customer loyalty.
Theoretically, the application of AI in marketing can be explained through three main frameworks: the Theory of Planned Behavior, the Technology Acceptance Model, and the Resource-Based View. The Theory of Planned Behavior helps explain how AI-based personalization can influence consumer purchase intentions, while the Technology Acceptance Model highlights the importance of marketers’ perceptions of the usefulness and ease of use of technology. Meanwhile, the Resource-Based View views AI as a rare, valuable, and difficult-to-imitate strategic asset that can provide a long-term competitive advantage.
Based on these theories, one of AI’s primary capabilities is predictive analysis of consumer behavior. According to Dwivedi et al. (2021), the application of AI-based analytical models transforms the decision-making process from intuition to evidence-based decision-making. Nair et al. (2023) found that neural networks and random forest algorithms can predict market trends with up to 40% accuracy, thus helping managers determine the best timing for promotional campaigns.
