The role of artificial intelligence in digital marketing: Developing a novel theoretical framework

Abstract

The rapid advancement of Artificial Intelligence (AI) technologies has significantly transformed the landscape of digital marketing. Despite numerous empirical studies investigating AI applications, there remains a lack of comprehensive theoretical frameworks that integrate AI’s multifaceted impact on customer engagement, personalization, and marketing automation. This paper proposes a novel theoretical model—the AI-Driven Customer Engagement Theory (AICE)—which elucidates how AI technologies reshape the digital marketing ecosystem by fostering dynamic, personalized interactions and enhancing automation capabilities. Utilizing a qualitative library-based approach, this study critically compares existing literature, identifies key gaps in theoretical understanding, and offers an innovative conceptualization to guide future research and practice. The findings contribute to the development of knowledge in digital marketing theory by bridging fragmentation in AI research and proposing actionable insights for marketing strategists seeking to leverage AI-driven tools effectively.

Keywords: Artificial intelligence, digital marketing, customer engagement, personalization, marketing automation, theoretical framework, qualitative study.