Artificial intelligence and digital marketing: Contributions and perspective

Our world is changing, and in order to make life better for people on a daily basis, new technologies are increasingly emerging in a variety of industries, including science, literature, business, finance, and so forth. Artificial Intelligence is the most harmful technology available today. The most important technological advancement for business is AI, according to consensus. Artificial Intelligence is revolutionizing marketing by interfering in various industries. However, there are drawbacks to artificial intelligence as well. For example, privacy protection isn't very effective, and businesses must spend a lot of money to equip their marketing departments with powerful technical capabilities. To be more effective in terms of sales, products, and client loyalty, digital marketing and AI must collaborate. This study aim was to show that AI exposure, attitude towards AI and perceived risk affect the customers purchasing decision. By employing an online survey, 241 Turkish participants were used to test the study concept. Participants were mostly internet shoppers. The five elements of the survey were : demographic data ; purchasing decision scale ; AI exposure scale ; attitude toward AI scale ; and perceived risk scale. Utilizing the SPSS 29.0 software, the data was statistically analyzed. The reliability study showed that, across all variables, attitudes toward AI were high. The variables separated into two components, according to factor analysis. Regression analysis demonstrated that exposure to AI and attitude toward AI were significant variables in explaining purchasing decision. Keywords : Artificial Intelligence, Digital marketing.