Insights into the impact of artificial intelligence (AI) on digital marketing in Bangladesh

Le résumé fourni par la source

Purpose: Artificial intelligence (AI) is one of the defining technological forces of the 21st century, rapidly reshaping how industries operate and how consumers interact with digital platforms. While AI offers powerful tools for organising and personalising consumer-facing content, it lacks the contextual and cultural judgment required to predict consumer behaviour accurately across diverse markets. This paper aims to understand the perceived relevance of artificial intelligence-based advertisements encountered by users on digital platforms. Design/Methodology/Approach: The paper follows an exploratory approach, where data was gathered through in-depth interviews conducted with 30 participants. The responses were transcribed precisely, and then thematic analysis was applied to interpret them. Findings: The analysis indicates that most of the users find the advertisements in their digital feeds irrelevant to their actual needs. Users acknowledge that AI remains the best available tool for managing digital advertisement feeds yet call for significant improvements. Originality/Value: Key themes emerging from the data include the inability of AI to distinguish one-time searches from genuine intent, concerns over fraudulent advertisements, privacy anxiety arising from data tracking, and a strong demand for culturally adapted, locally trained AI systems.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.