<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>In recent years, artificial intelligence has started to play an important role in digital marketing. Companies are increasingly using this technology to personalize content, improve the performance of marketing campaigns and user experience. According to a Google report published in 2021, Romania is one of the leading countries in Central and Eastern Europe in terms of significant growth in digital advertising expenditure. As a result, the current research aims to assess the importance and impact of AI usage in Romanian companies that activate in digital marketing. To conduct this study, an online survey was developed consisting of 11 questions to establish the utilization of AI in digital marketing and the perception of employees in companies towards this technology. The sample group was selected from a contact list of digital marketing firms, social media, and professional groups. Out of the total of 30 responses collected, valid data was analyzed to identify emerging trends and patterns in the use of AI in digital marketing. The survey findings indicate that AI is perceived as a valuable tool for enhancing user experience and increasing the effectiveness of digital marketing campaigns. It is important to consider the ethical and confidentiality implications when utilizing customer data, and to refrain from employing AI in a harmful or intrusive manner.</p>
</abstract>

In recent years, artificial intelligence has started to play an important role in digital marketing. Companies are increasingly using this technology to personalize content, improve the performance of marketing campaigns and user experience. According to a Google report published in 2021, Romania is one of the leading countries in Central and Eastern Europe in terms of significant growth in digital advertising expenditure. As a result, the current research aims to assess the importance and impact of AI usage in Romanian companies that activate in digital marketing. To conduct this study, an online survey was developed consisting of 11 questions to establish the utilization of AI in digital marketing and the perception of employees in companies towards this technology. The sample group was selected from a contact list of digital marketing firms, social media, and professional groups. Out of the total of 30 responses collected, valid data was analyzed to identify emerging trends and patterns in the use of AI in digital marketing. The survey findings indicate that AI is perceived as a valuable tool for enhancing user experience and increasing the effectiveness of digital marketing campaigns. It is important to consider the ethical and confidentiality implications when utilizing customer data, and to refrain from employing AI in a harmful or intrusive manner.

Assessing the Use of Artificial Intelligence in Digital Marketing. Evidence from Romanian Companies

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution 4.0 International License.

In recent years, artificial intelligence has started to play an important role in digital marketing. Companies are increasingly using this technology to...

Assessing the Use of Artificial Intelligence in Digital Marketing. Evidence from Romanian Companies

Published Online: Jul 14, 2023

Page range: 1128 - 1138

DOI: https://doi.org/10.2478/picbe-2023-0101

Keywords
artificial intelligence technologies, digital marketing, user experience, customer trust, Romanian companies

© 2023 Petronela Cristina Simion et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Assessing the Use of Artificial Intelligence in Digital Marketing. Evidence from Romanian Companies

Published Online: Jul 14, 2023

Page range: 1128 - 1138

DOI: https://doi.org/10.2478/picbe-2023-0101

Keywordsartificial intelligence technologies, digital marketing, user experience, customer trust, Romanian companies

© 2023 Petronela Cristina Simion et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
artificial intelligence technologies, digital marketing, user experience, customer trust, Romanian companies