Implementation of Artificial Intelligence in Digital Marketing Development: a Thematic Review and Practical Exploration

Nirwana, Aditya; Rofianto, Whony; Melany,

doi:10.55927/jambak.v2i1.4034

Cited by 3 publications

(1 citation statement)

References 26 publications

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“…In facing global challenges and increasingly fierce competition (Ayodya, 2020), Widyastyti (2023), Generation Z MSMEs, who are young people who are active and have potential, must have adequate knowledge and skills to manage finances wisely. Financial literacy and education level are very relevant factors in helping Generation Z MSMEs in making smart and sustainable investment decisions (Nirwana, 2023) (Saputra, et all 2023).…”

Section: Introductionmentioning

confidence: 99%

THE EFFECT OF FINANCIAL LITERACY, EDUCATION LEVEL ON INVESTMENT DECISIONS IN GENERATION Z SMEs

Fitriaty

2023

mebis

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This study aims to examine the effect of financial literacy, level of education on the investment decisions of generation Z SMEs, and the mediating effect of financial literacy on the relationship between educational level and investment decisions of Gen Z. The data in this study were obtained by distributing questionnaires to Generation Z in Jambi city using purposive sampling. The data is processed using the Smart-PLS software to test the model and hypothesis. This study found that financial literacy and level of education can influence investment decisions in Generation Z MSME actors. Financial literacy can mediate education level variables and investment decisions in Generation Z MSME actors

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Section: Introductionmentioning

confidence: 99%

THE EFFECT OF FINANCIAL LITERACY, EDUCATION LEVEL ON INVESTMENT DECISIONS IN GENERATION Z SMEs

Fitriaty

2023

mebis

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Artificial intelligence in digital marketing

PONOMARENKO

2024

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Development of a comprehensive approach to the integration of artificiale intelligence (AI) into a companyʼs marketing strategy in the digital environment is important to directly ensure the loyalty of customers and achieve an economically primed level of sales conversion period. In this article it was focused on the direct integration of digital marketing algorithms of artificiale inteligence to optimize interaction between companies and target audiences. During the research, the use of fundamental scientific methods of analysis and synthesis was carried out to characterize the AI main algorithms that are used in digital marketing; empirical methods, graphical images, and system structural analysis. The AI role in digital marketing has been emphasized and the importance of using current algorithms to ensure effective communications between companies and vendors has been proved. A comprehensive analysis of the main digital marketing tools and the features of their use to ensure the competitive position of companies on the Internet was carried out. The scheme of obtainning information from users and optimizing the use of AI tools based on the applying of effective mathematical algorithms is given. The key trends in the development of the market for generative AI in the field of digital marketing have been identified. A subdivision of content created by generative AI has been presented. It has been determined that piece intelligence is a priority in the marketing strategies of companies in the digital environment, which allows companies to ensure personalization of the approach to each client.

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The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing

Murár,

Kubovics,

Jurišová

2024

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Corporate identity plays an important role in the success and competitiveness of businesses in today’s dynamic business environment. It encompasses brand identity, organisational culture, values, and reputation, and is key in building relationships with stakeholders. An ethical corporate identity, in particular the perception of a company as ethical and socially responsible, positively influences employee behaviour and engagement. Artificial Intelligence (AI) has revolutionised business management and offers innovative solutions to improve decision-making, efficiency, and transparency. Integrating AI into corporate governance can improve risk management, compliance, and accountability. In the digital age, social media are key in building and maintaining the brand voice of businesses. With the advent of AI, new tools such as Chat GPT have emerged to simplify and accelerate content creation, including social media posts. However, achieving satisfactory brand-voice results using AI requires careful analysis and extensive, representative data that travels into the prompter. Although AI-generated content is fast, it should be vetted by experienced experts to ensure it aligns with brand values and brand image. Although Chat GPT promises to generate content and brand-voice, its successful use requires collaboration with experienced experts and thoughtful consideration of its use in building and maintaining an authentic and effective brand-voice.

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Implementation of Artificial Intelligence in Digital Marketing Development: a Thematic Review and Practical Exploration

Cited by 3 publications

References 26 publications

THE EFFECT OF FINANCIAL LITERACY, EDUCATION LEVEL ON INVESTMENT DECISIONS IN GENERATION Z SMEs

THE EFFECT OF FINANCIAL LITERACY, EDUCATION LEVEL ON INVESTMENT DECISIONS IN GENERATION Z SMEs

Artificial intelligence in digital marketing

The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing

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