Digital Media Ecosystems | Essay

Running head: DIGITAL MEDIA ECOSYSTEMS
Digital Media Ecosystems
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DIGITAL MEDIA ECOSYSTEMS1
Definition of artificial intelligence
Artificial intelligence includes a group of technologies as well as includes field of study
that are used in the decade. AI in digital marketing includes a method that helps to leverage the
data of customer so that the next move of the customer can be anticipated and the journey and
experience of the customer is improved (Johnsen, 2017). AI includes offers a connection or
serves as a bridge between data science and shifting execution. AI tools in digital marketing
helps to analyze huge amount of data which was an impossible process without AI.
AI in digital marketing serves as structured data as well as unstructured data which has
more speed and has more accuracy. Most of the companies are struggling to organize their data
and AI is helping those companies to do the data storage efficiently (Theodoridis & Gkikas,
2019). AI helps to organize the data of the customers in an organization efficiently. The
marketers in digital marketing are leveraging the power of artificial intelligence to make a
connection of the data points so that they can gain insight of the customers. The AI systems that
are used in digital marketing helps to determine the emotion from creating visual rendering that
shows trends of social media and the crunch of data for making predictions.
Value of artificial intelligence in digital marketing
The tools that are based on artificial intelligence are flourishing in the digital market and
is bringing huge change which is demanded by the organizations. Digital marketer states that
artificial intelligence is enhancing the area of predictive analysis, automation efforts as well as
decision making (Mogaji, 2019). The digital marketers in the market are trying to use advantages
of Artificial marketing to make strategic plan for their organizations and also use to campaign
decision making. Most of the digital marketers have found the concept of Artificial intelligence

DIGITAL MEDIA ECOSYSTEMS2
helpful and have increased the productivity of the company and helped to reduce their efforts to
great extent.
The analytical tool of AI helps the companies to have better insights to enhance campaign
management, analyses ROI of the company, and have better budget planning for the company.
Artificial intelligence has the capability to gather data from large amount of structured as well as
unstructured sources of data in very less time. The customer behavior is well understood with the
help of artificial intelligence and proper recommendation is provided to the customers at right
time.
AI tools includes predefined conditions that states how customer can react to a particular
circumstance, ad copy, other touch points and other videos. With the analysis of AI pattern, the
tools in AI helps in making better suggestions and helps to take proper decision in the business
(Ruan & Siau, 2019). The digital marketers are pressurized to demonstrate the successfulness of
their content and the campaigns they are organizing for the company. There should be a
personalized content of recommendation that should be provided to the right audience at the right
time. Utilization of of the potential data is easy using artificial intelligence and the potential data
is effective to use for the company’s benefit.
Roles of AI in digital marketing
AI tools have certain roles in the digital marketing that are used by the digital marketers.
The roles that mentioned below (Tchelidze, 2019):
1. Data management of customer
2. Behavior analysis of customer and experience analysis of customer