Artificial intelligence in marketing: Innovations that are shaping the future of advertising industry

This paper addresses applications and innovations that artificial intelligence (AI) as a technology provides to several segments of marketing, with an emphasis on the Republic of Serbia. The work is founded on the reality that artificial intelligence is drastically changing the way businesses engage with customers, collect and analyse data and develop individualized marketing tactics. Marketing gurus who do not use artificial intelligence in their work face far more challenges than their counterparts who do. As a result, the paper emphasizes the benefits of adopting artificial intelligence for consumer and competitor data analysis, user experience customisation, and marketing campaign optimization. The data collected in interviews with advertising industry specialists served as a foundation for the qualitative research. The findings of this article demonstrate that artificial intelligence, as an innovation, has enormous potential to transform the future and benefit the advertising sector.