The role of artificial intelligence technologies and big data in raising the efficiency of digital marketing methods from the point of view of marketing experts

Reliance on artificial intelligence has increased a lot at present, especially with the great development that has occurred on the Internet, and artificial intelligence techniques have imposed a new reality on marketing in general and digital marketing in particular.
Artificial intelligence and big data are also a necessary tools to help make the various types of data that are collected, whether organized or unstructured, from various websites and platforms on the Internet, an important tool for the digital marketer in building and analyzing his marketing strategies, which contribute to raising the efficiency of His marketing methods.
This study was concerned with monitoring the most important techniques of artificial intelligence and big data and the extent of their role in raising the efficiency of digital marketing methods from the point of view of marketing experts on the Upwork website, which includes the largest selection of marketing experts in the world, and to determine their views on the importance of these smart technologies and what role they play. These technologies play a role in the success of marketing operations, and the extent to which the digital marketer depends on these technologies.
The study reached several results through a standardized interview with (40) digital marketing experts, and the most important of these results: that artificial intelligence techniques and big data, have helped the great development witnessed by digital marketing today, and that the digital marketer relies on them very much in His marketing campaigns, and since these tools and techniques facilitate the tasks of the marketing campaign, save time and effort, and lead to more accurate results, although there are some fears and criticisms they feel from this excessive use of these technologies without human intervention, which is the fear that these technologies will occupy The status of the human element, and that the audience is not satisfied with dealing with bots in the conversation.