The Artificial Intelligence (AI) Utilizing to Assist Digital Marketing in Indonesia: A Systematic Literature Review during 2019-2024
Fauzi Kurniawan (a*), Muhammad Takwin Machmud (a), Sudirman (a), Anifah (a), Melly Br Bangun (a), Ewi Darman Ndaraha (a), Fadilah Hasanah (a)

a) Department of Community Education, Faculty of Education, Universitas Negeri Medan, 20221, Indonesia
*fauzikurniawan[at]unimed.ac.id

Abstract

Artificial intelligence is changing digital marketing today by making more individualized, effective, and efficient methods possible. Several studies led by experts have looked into the use of artificial intelligence for digital marketing. However, there is currently a lack of studies on Indonesia^s use of artificial intelligence in digital marketing. This recent study focused on the use of artificial intelligence for digital marketing in Indonesia both during and after the Covid-19 epidemic (2019-2024). The study were investigated is based on Scopus databases. The remain number of paper based on the relevancies towards the topic is 12 articles. The in-depth analysis is conducted based on several categories, including the research urgencies, the type of artificial intelligence use for digital marketing, and the type of product or sector promote by artificial intelligent. The results revealed that artificial intelligence has been used in multiple earlier studies for digital marketing for a variety of reasons including improve marketing strategies, gathering information from consumers, revenue growth, and customer service enhancement. The study also revealed there were several variety of Artificial Intelligence used that combine with common technology, including AI algorithm, AI based voice assistant, SVM enhance machine learning, AI text analysis, AI powered geo-targeting, etc. Telecommunication companies, apparel retailers, food and beverage companies, and other e-commerce businesses are among the industries that have employed artificial intelligence for digital marketing. In summary, the application of artificial intelligence in digital marketing is commonly used to provide various kinds of marketing strategies, production efficiency, high-quality services, and profit maximization.

Keywords: Artificial Intelligent- AI- Machine Learning- Digital Marketing- Indonesia

Topic: Social Science and Humanities