stručni rad
Artificial intelligence (AI) and big data analytics are progressively affecting the evolution of digital marketing, allowing for more exact client segmentation, content customisation, and real-time optimization of marketing campaigns. Advanced machine learning algorithms can analyze enormous volumes of data and identify user behavior patterns. This enhances the efficiency of advertising initiatives and boosts customer engagement. This article examines key aspects of the use of artificial intelligence in digital marketing, such as marketing automation, predictive analytics, the use of intelligent systems for user communication, and the implementation of personalized recommendations based on user data analytics. In addition to the technical possibilities, ethical issues such as data protection, data security, and regulatory limits on the use of AI technologies for marketing objectives are addressed. The function of academic education in preparing students for market requirements is examined in depth, as is the relationship between theoretical knowledge and practical industry applications. Through an examination of relevant literature, case studies, and empirical research, the paper provides insights into the future development paths of digital marketing in the context of the comprehensive integration of artificial intelligence and big data analytics.
Artificial Intelligence; Big Data; Digital Marketing; Machine Learning; Predictive Analytics; Student Education; Industry Practices
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