Pemanfaatan Kecerdasan Buatan dalam Komunikasi Pemasaran Digital
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Abstract
The development of artificial intelligence (AI) technology has significantly transformed the way we communicate in digital marketing. This study aims to examine various applications of AI in digital marketing, assess its strategic advantages, and identify emerging ethical issues and challenges. The research method used is a qualitative descriptive approach with data collection techniques through in-depth interviews and a review of recent literature. The research findings reveal that AI is widely used for content personalization, chatbot services, customer behavior prediction, digital advertising automation, and sentiment analysis on social media. The use of AI has proven to enhance operational efficiency, marketing strategy accuracy, and overall customer experience. However, there are still challenges related to data privacy, algorithmic bias, and technological dependency that need careful attention. This study concludes that the successful implementation of AI in digital marketing communication depends not only on technological sophistication but also on the application of ethical principles, regulations, and the readiness of human resources. This study contributes to the development of more flexible, data-driven, and customer-oriented digital marketing strategies.
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References
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