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The impact of artificial intelligence on digital marketing

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datacite.subject.fosCiências Sociais::Economia e Gestão
datacite.subject.sdg09:Indústria, Inovação e Infraestruturas
dc.contributor.authorMorais, Elisabete Paulo
dc.contributor.authorLopes, Luisa
dc.contributor.editor
dc.date.accessioned2026-02-23T16:31:28Z
dc.date.available2026-02-23T16:31:28Z
dc.date.issued2026
dc.description.abstractThis chapter explores the revolutionary impact of Artificial Intelligence (AI) on digital marketing, considering its potential and the ethical implications involved. AI has transformed marketing strategies through hyper-personalization, automation, and datadriven decision-making, allowing businesses to deliver customized consumer experiences on a large scale. Some of AI’s most significant applications include AIpowered chatbots, predictive analytics, programmatic advertising, and generative content creation tools, all of which enhance efficiency, engagement, and overall operational performance. However, these advancements also raise serious concerns about data privacy, algorithmic bias, transparency, and the potential decline of humancentric marketing approaches. The discussion emphasizes the need for ethical frameworks, regulatory compliance, and balanced human-AI collaboration to ensure responsible implementation. Additionally, the chapter highlights emerging trends, such as AI’s role in sustainable marketing and voice search optimization, while proposing future research directions to address gaps in consumer trust, global implementation disparities, and the authenticity of AI-generated content. By synthesizing current knowledge and practical insights, this chapter provides a comprehensive perspective on AI’s evolving role in digital marketing, underscoring the importance of aligning technological innovation with consumer rights and ethical standards.eng
dc.identifier.citationMorais, E.P. ; Lopes, L. (2026). The impact of artificial intelligence on digital marketing. In: Rompante Cunha, C. ; Gupta, N. ; Gottapu, S.K. (eds) Transformative Cloud Computing, IoT and Extended Reality. Signals and Communication Technology. Springer: Cham. p. 167-182. ISBN 9783032035530
dc.identifier.doi10.1007/978-3-032-03554-7_8
dc.identifier.isbn9783032035530
dc.identifier.isbn9783032035547
dc.identifier.issn1860-4862
dc.identifier.issn1860-4870
dc.identifier.urihttp://hdl.handle.net/10198/35827
dc.language.isoeng
dc.peerreviewedyes
dc.publisherSpringer Nature
dc.relationThis work was supported by national funds through FCT - Fundação para a Ciência e Tecnologia, I.P. under the project UNIAG UID/04752/2025 (DOI 10.54499/UID/04752/2025).
dc.relation.ispartofSignals and Communication Technology
dc.relation.ispartofTransformative Cloud Computing, IoT and Extended Reality
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectDigital marketing - Artificial intelligence - Digital transformation - Strategy - Consumer engagement - Personalization
dc.titleThe impact of artificial intelligence on digital marketingeng
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage182
oaire.citation.startPage167
oaire.citation.titleTransformative Cloud Computing, IoT and Extended Reality
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameMorais
person.familyNameLopes
person.givenNameElisabete Paulo
person.givenNameLuisa
person.identifier.ciencia-id541E-1263-2337
person.identifier.ciencia-idE41C-366E-BE9E
person.identifier.orcid0000-0002-1923-2341
person.identifier.orcid0000-0003-2039-0125
person.identifier.ridW-1757-2017
person.identifier.scopus-author-id27568052000
relation.isAuthorOfPublicationc6069fe0-efad-4db2-ad02-5dc1407ac851
relation.isAuthorOfPublication4410123f-7cc3-4a8d-a596-4a08d1d13b5b
relation.isAuthorOfPublication.latestForDiscoveryc6069fe0-efad-4db2-ad02-5dc1407ac851

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