Abstract

By automating choices, predicting customer behavior, and allowing scale-personalization of information, artificial intelligence (AI) and predictive analytics are reshaping digital marketing. Eight research that were published in peer-reviewed journals between 2024 and 2025 are systematically examined in this report. Among the many topics covered by the research are social media marketing customization, suggestions powered by artificial intelligence, marketing performance prediction analytics, advertising ethics in the age of artificial intelligence, and improvement of the user experience using machine learning. Customer involvement, happiness, and marketing efficiency all show steady gains, according to the evidence. Still, there are obstacles to overcome when it comes to calculating causal effect, incorporating sophisticated AI into preexisting systems, and guaranteeing ethical adherence in data use. Standardized key performance indicators (KPIs), privacy-preserving customization, and reinforcement learning for bidding optimization are some of the topics covered in this debate, which also seeks to fill research gaps and suggest routes for future study.