Artificial Intelligence and the Transformation of Global Digital Marketing

Abstract

This article examines how artificial intelligence (AI) is
transforming global digital marketing, addressing the central
question of how AI reshapes customer engagement,
organizational capabilities, and governance in diverse
market contexts. Using a systematic literature review of
peer-reviewed studies, the paper synthesizes research that
explores AI’s role in personalization, predictive analytics,
and automation while considering consumer perceptions
and ethical concerns. The analysis reveals that AI enhances
marketing efficiency and customer satisfaction through
tools such as chatbots and recommender systems, yet
adoption outcomes are moderated by trust, transparency,
and organizational readiness. The discussion integrates
thematic insights from the literature, highlighting the dual
nature of consumer responses and the need for robust
governance frameworks. Overall, the findings suggest that
AI represents both an enabler of innovation and a disruptor
of established practices, requiring firms to balance
technological capabilities with ethical accountability to
achieve sustainable digital marketing strategies.