TRANSFORMASI DIGITAL MARKETING DI ERA AI: TINJAUAN LITERATUR TENTANG TREN, STRATEGI, DAN DAMPAKNYA PADA KONSUMEN MODERN
DOI:
https://doi.org/10.31539/costing.v7i6.13638Keywords:
Transformasi Pemasaran Digital, Kecerdasan Buatan, Perilaku Konsumen, Strategi Pemasaran Berbasis AI, Personalisasi, AI Etis Dalam PemasaranAbstract
Makalah ini menyajikan tinjauan pustaka komprehensif tentang transformasi pemasaran digital di era Kecerdasan Buatan (AI), dengan fokus pada tren yang muncul, strategi inovatif, dan dampaknya yang mendalam terhadap perilaku konsumen modern. Seiring dengan terus berkembangnya teknologi AI dalam lanskap pemasaran, memahami perubahan ini menjadi penting bagi akademisi dan praktisi industri. Tujuan dari tinjauan ini adalah untuk mensintesis penelitian terkini dan memberikan wawasan tentang bagaimana AI membentuk kembali praktik pemasaran digital dan interaksi konsumen. Dengan menggunakan metodologi narrative literature review, penelitian dilakukan dengan menganalisis literatur terkini dari basis data terkemuka, mengidentifikasi tema-tema utama dalam transformasi pemasaran digital yang digerakkan oleh AI. Studi ini mengungkap beberapa tren signifikan, termasuk munculnya hiperpersonalisasi, analisis prediktif, dan pembuatan konten yang didukung AI. Pembahasan dalam makalah ini bagaimana tren memengaruhi strategi pemasaran, khususnya di bidang-bidang seperti segmentasi, penargetan, dan keterlibatan pelanggan. Tinjauan ini juga mengeksplorasi dampak pemasaran digital yang disempurnakan oleh AI terhadap konsumen modern. Makalah ini meneliti bagaimana AI mengubah perilaku konsumen, proses pengambilan keputusan, dan ekspektasi untuk interaksi merek serta menyelidiki pertimbangan etika dan tantangan potensial yang timbul dari meningkatnya penggunaan AI dalam pemasaran, termasuk masalah privasi dan perlunya praktik AI yang transparan. Temuan penelitian ini menunjukkan bahwa AI tidak hanya meningkatkan efisiensi dan efektivitas pemasaran digital tetapi juga secara mendasar mengubah sifat hubungan konsumen dan merek. Transformasi ini mengarah pada pendekatan pemasaran yang lebih dinamis, responsif, dan personal, yang secara signifikan memengaruhi persepsi dan perilaku konsumen. Makalah ini diakhiri dengan diskusi tentang arah penelitian masa depan dan implikasi praktis bagi pemasar yang ingin memanfaatkan AI dalam strategi digital. Tinjauan ini berkontribusi pada semakin banyaknya pengetahuan tentang AI dalam pemasaran dan memberikan wawasan berharga bagi para peneliti dan praktisi yang menavigasi lanskap pemasaran digital yang berkembang pesat di era AI
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Olson, C., & Levy, J. (2018). Transforming marketing with artificial intelligence. Applied Marketing Analytics, 3(4), 291–297.
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Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business & Industrial Marketing, 34(7), 1410–1419.
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2024-12-18
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