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Short Reports | Journal of Digital Marketing and Communication | Volume 5 - Issue 2 - 2025 | 162-169 | https://doi.org/10.53623/jdmc.v5i2.868
© 2025 by the author(s), and is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License Creative Commons Attribution 4.0 International (CC BY 4.0) License

Artificial Intelligence and the Future of Online Marketing: Emerging Pathways and Consumer Experiences

Author(s): Amina K. Otieno 1 , Emmanuel J. Mwakalukwa 2 , Faith N. Wanjiru 3
Author(s) information:
1 Department of Business and Information Technology, University of Nairobi, Nairobi, Kenya
2 School of Business Studies and Economics, University of Dar es Salaam, Dar es Salaam, Tanzania
3 Department of Marketing and Entrepreneurship, Kenyatta University, Nairobi, Kenya

Corresponding author

Journal of Digital Marketing and Communication

Volume 5 - Issue 2 - 2025

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Online marketing has undergone a transformative evolution alongside the rise of social media and artificial intelligence (AI). With the increasing sophistication of algorithms that determine user engagement and content exposure, the intersection of AI and marketing presents new challenges and opportunities. This short communication outlines three progressive levels of AI integration in digital marketing: predictive modeling, virtual assistants, and ultra-personalized experiences. By illustrating how predictive analytics can optimize consumer targeting, virtual assistants can enhance user interaction, and AI-driven personalization can redefine customer journeys, this paper provides a conceptual roadmap for understanding the trajectory of AI-driven marketing. The discussion highlights potential ethical and privacy implications, emphasizing responsible deployment and equitable consumer engagement. The article concludes with reflections on future directions and the transformative potential of AI in shaping digital marketing strategies.

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SUBMITTED: 26 October 2025
ACCEPTED: 30 November 2025
PUBLISHED: 3 December 2025
SUBMITTED to ACCEPTED: 36 days
DOI: https://doi.org/10.53623/jdmc.v5i2.868

Cite this article
Otieno, A. K. ., Mwakalukwa, E. J. ., & Wanjiru, F. N. . (2025). Artificial Intelligence and the Future of Online Marketing: Emerging Pathways and Consumer Experiences. Journal of Digital Marketing and Communication, 5(2), 162–169. https://doi.org/10.53623/jdmc.v5i2.868
Keywords
Artificial Intelligence, Digital Marketing, Social Media Marketing, Personalized Experiences
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