Ai in Digital Marketing: Enhancing Customer Engagement and Brand Experience, A Descriptive Empirical Study among Digital Marketing Professionals

Abstract

Artificial Intelligence (AI) has emerged as a transformative catalyst in digital marketing, fundamentally redefining how brands create, deliver, and sustain customer engagement and brand experience. This descriptive study examines AI adoption across digital marketing functions—including personalization engines, conversational AI, predictive analytics, and programmatic advertising—and evaluates its measurable impact on customer engagement metrics and brand experience outcomes. Primary data were collected through structured questionnaires from 120 respondents comprising digital marketing professionals and digitally active consumers. Statistical analyses including Simple Percentage Analysis, Chi-Square test, Pearson Correlation, and one-way ANOVA were employed to test three hypotheses and identify significant demographic determinants of AI marketing satisfaction. Findings confirm that 68.4% of respondents perceive a positive or highly positive impact of AI personalization on customer engagement, 62.5% report satisfaction or high satisfaction with AI-driven brand experience, and a very strong positive correlation (r = 0.907, p < 0.001) exists between professional experience and AI marketing satisfaction. The study contributes a practitioner-oriented framework linking AI adoption intensity to brand equity outcomes and proposes strategic imperatives for AI integration in digital marketing contexts.