Abstract & Overview
In the globalised world, artificial intelligence (AI) has proved to have a significant impact on digital marketing. AI has transformed digital marketing campaigns with effective planning and companies have started to adopt AI for successful digital marketing. To enrich this literature, this study explored the role of AI in digital marketing strategies. In this study, a quantitative survey was conducted in which 115 participants were recruited through a random stratified sampling technique. Pearson product moment correlation and multiple regression analysis were used for data analysis. The results showed a strong positive relationship between AI and digital marketing strategies. AI could also account for 82.4% of the variance in digital marketing strategies. A comparison with previous literature reinforced the transformative impact of AI on digital marketing. The findings contributed to a nuanced understanding of the role of AI in shaping modern marketing strategies.