Proceedings of the International Conference on Management Research (ICMR 2025)

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An Exploration of Key Factors Influencing Artificial Intelligence Integration in Digital Marketing

Authors
Deepti Ranjan Sabat1, *, Sharanika Dhal2, Biswajeet Patnaik3, Biplab Kumar Biswal4, Subash Chandra Nath5
1Assistant Professor, Faculty of Management Studies, Sri Sri University, Govindpur, Odisha, India
2Assistant Professor, Faculty of Management Studies, Sri Sri University, Govindpur, Odisha, India
3Assistant Professor, School of Management, KIIT Deemed to Be University, Bhubaneswar, Odisha, India
4Professor & Dean, Faculty of Management Studies, Sri Sri University, Govindpur, Odisha, India
5Professor, Faculty of Management Studies, Sri Sri University, Govindpur, Odisha, India
*Corresponding author. Email: deepti.s@srisriuniversity.edu.in
Corresponding Author
Deepti Ranjan Sabat
Available Online 29 April 2026.
DOI
10.2991/978-94-6239-660-9_16How to use a DOI?
Keywords
Artificial Intelligence; Customer satisfaction; Personalisation; Digital Marketing; Machine Learning; etc
Abstract

Artificial Intelligence (AI) is used in digital marketing, integrating machine learning, data analytics, and natural language processing technologies that allow for real-time, personalized customer engagements. Artificial Intelligence (AI) facilitates more specific advertising and effective resource allocation as businesses experience mounting competitive pressure. Nevertheless, challenges like the absence of competence, legacy infrastructure compatibility, and ethical challenges regarding bias and data safety must be addressed. Additionally, implementation relies upon consumer acceptance, training in Artificial Intelligence (AI) technology, and innovative human-AI collaboration. Organizations need to balance technology innovation and ethics in order to integrate AI in digital marketing most effectively and adapt to evolving market forces. Key findings regarding the main drivers of AI integration in digital marketing are presented in the study's conclusions. Based on the EFA and regression analysis results, marketers need to concentrate on six drivers to enhance purchase intent using AI in digital marketing. These drivers together propel the integration of AI into digital marketing, with firms implementing its potential to enhance consumer engagement, operational effectiveness, and growth while addressing challenges and ethical concerns regarding its application. The drivers of AI integration into digital marketing and its role in the current situation will be discussed in the current study.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Management Research (ICMR 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2026
ISBN
978-94-6239-660-9
ISSN
2352-5428
DOI
10.2991/978-94-6239-660-9_16How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Deepti Ranjan Sabat
AU  - Sharanika Dhal
AU  - Biswajeet Patnaik
AU  - Biplab Kumar Biswal
AU  - Subash Chandra Nath
PY  - 2026
DA  - 2026/04/29
TI  - An Exploration of Key Factors Influencing Artificial Intelligence Integration in Digital Marketing
BT  - Proceedings of the International Conference on Management Research (ICMR 2025)
PB  - Atlantis Press
SP  - 282
EP  - 326
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-660-9_16
DO  - 10.2991/978-94-6239-660-9_16
ID  - Sabat2026
ER  -