Morais, Elisabete PauloLopes, Luisa2026-02-232026-02-232026Morais, 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 9783032035530978303203553097830320355471860-48621860-4870http://hdl.handle.net/10198/35827This 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.engDigital marketing - Artificial intelligence - Digital transformation - Strategy - Consumer engagement - Personalizationbook part10.1007/978-3-032-03554-7_8