Marketing strategies powered by artificial intelligence

Artificial intelligence has transformed digital marketing strategies by enabling data analysis, process automation, and the personalization of the consumer experience; this advancement has changed the way organizations design their strategies and make decisions in digital environments. The objective of the study was to analyze the scientific evidence regarding AI-driven marketing strategies, considering their impact on consumer behavior, business competitiveness, and the ethical challenges associated with their implementation. The research was conducted using a qualitative approach through a systematic literature review, following the PRISMA methodology guidelines; studies published in indexed databases were analyzed, applying inclusion and exclusion criteria to ensure the quality of the evidence. The process resulted in the selection of 18 studies for the final review, which were organized into thematic categories for analysis. The results show that artificial intelligence optimizes decision-making, improves personalization, and strengthens the relationship with consumers; it also contributes to business competitiveness by facilitating access to advanced tools, especially in small and medium-sized enterprises. However, limitations have been identified related to a lack of training, resources, and resistance to change, as well as ethical challenges linked to data privacy and algorithmic transparency. It is concluded that artificial intelligence is establishing itself as a strategic pillar in digital marketing; its implementation requires a comprehensive approach that integrates technology, professional training, and ethical principles. This approach will maximize its benefits and ensure responsible use in digital environments.