Role of AI in Digital Marketing and Performance: From Predictive Segmentation to Generative Campaigns

Artificial intelligence is reshaping digital marketing—from customer segmentation and personalization to generative content, conversational AI, advertising optimization, and performance measurement. This book provides an evidence-based exploration of how AI is transforming modern marketing, combining recent academic research with documented industry applications from organizations such as Amazon, Netflix, Spotify, Meta, Google, Adobe, and Salesforce. It also examines the critical challenges of privacy, ethics, bias, transparency, and regulation, helping readers understand not only what AI can do, but where its limitations remain. Designed for students, researchers, marketing professionals, and technology strategists, this book offers a structured view of the present and future of AI-driven digital marketing.