The Convergence of Artificial Intelligence and Digital Marketing

Abstract

Indonesia has witnessed significant growth in internet penetration, with over 212 million users connected online. This digital boom has been driven by e-commerce, which accounted for 52% of the country's gross merchandise value in 2024, reaching a staggering 1,155 trillion rupiah. To sustain this momentum, e commerce players are adopting digital marketing strategies. The integration of artificial intelligence and big data is being explored to enhance consumer services. This study examines the strategies for integrating artificial intelligence in digital marketing. Using a qualitative descriptive approach based on literature review, our research identifies three key strategies that manufacturers can employ to improve marketing services and provide a seamless shopping experience: (1) leveraging AI-based social media analysis tools; (2) optimizing Search Engine Optimization; and (3) utilizing AI-powered chatbots.