The Influence of Artificial Intelligence Algorithms on Digital Marketing

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Author(s): Barbara Coelho Neves (Federal University of Bahia, Brazil), Ricardo Coutinho Mello (Federal University of Bahia, Brazil)and Rodrigo Ladeira (Federal University of Bahia, Brazil)
Copyright: 2025
Pages: 14
Source title: Digital Transformation Initiatives for Agile Marketing
Source Author(s)/Editor(s): Sérgio Maravilhas (Federal University of Bahia, Brazil)and Rodrigo Ladeira (Federal University of Bahia, Brazil)
DOI: 10.4018/979-8-3693-4466-8.ch002

Keywords: Business Science Reference / Digital Communications / Marketing and Consumer Behavior / Media & Communications

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Abstract

This chapter explores the integration of Artificial Intelligence (AI) within agile marketing frameworks, emphasizing the strategic role of technology in enhancing marketing agility. The discussion begins by outlining the foundational principles of agile marketing, which prioritize flexibility, customer-centricity, and rapid adaptability in response to evolving market demands. Case studies and practical examples illustrate how AI technologies can enable more dynamic decision-making processes, foster enhanced team collaboration, and drive the rapid iteration of marketing strategies. The chapter concludes with a forward-looking analysis of emerging AI trends that may further revolutionize agile marketing, offering insights into future research directions and practical implementations.

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The Influence of Artificial Intelligence Algorithms on Digital Marketing

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