Role of Artificial Intelligence in Digital Marketing Practices: A Study with Reference to Tirunelveli District

Abstract

Artificial Intelligence (AI) has emerged as a transformative force in digital marketing by enabling data-driven decision making, personalization, automation, and predictive analytics. The present study aims to examine the role of AI in enhancing digital marketing practices among businesses in Tirunelveli District. The study focuses on understanding the level of AI adoption, its impact on marketing effectiveness and customer engagement, and the challenges associated with its implementation. A quantitative research design was adopted, and primary data were collected from 150 digital marketing professionals and business owners using a structured questionnaire. The collected data were analyzed using SPSS, employing descriptive statistics, correlation analysis, and multiple regression. The results reveal a significant positive relationship between AI adoption and digital marketing effectiveness. AI-driven tools such as chatbots, recommendation systems, and predictive analytics significantly improve customer engagement and campaign efficiency. However, ethical concerns and data privacy issues negatively influence the adoption of AI. The study concludes that AI plays a crucial role in improving digital marketing performance, and businesses should focus on ethical implementation and skill development to maximize its benefits.