Artificial Intelligence Dalam Digital Marketing Dan Dampaknya Pada Perilaku Konsumen Digital: Systematic Literature Review
DOI:
https://doi.org/10.37385/ceej.v7i6.11663Keywords:
kajian literatur sistematis, kecerdasan buatan, pemasaran digital, perilaku konsumen, PRISMAAbstract
Penelitian ini bertujuan untuk mengkaji secara komprehensif pemanfaatan artificial intelligence dalam digital marketing serta dampaknya terhadap perilaku konsumen digital. Penelitian ini menggunakan metode Systematic Literature Review (SLR) dengan pendekatan PRISMA, yang bersumber dari basis data Scopus, ScienceDirect, dan Google Scholar yang terbit pada tahun 2020 - 2026. Melalui proses seleksi tersebut, diperoleh sebelas artikel yang memenuhi kriteria dan dianalisis dalam penelitian ini. Hasil kajian menunjukkan bahwa pemanfaatan AI telah dilakukan secara luas dalam digital marketing melalui personalisasi konten secara adaptif, otomatisasi kampanye pemasaran, pengambilan keputusan berbasis data, serta perumusan strategi konten pemasaran baik secara verbal maupun visual. Pada sisi konsumen, integrasi AI terbukti memengaruhi minat beli, kepercayaan terhadap merek, dan kepuasan pelanggan, namun di sisi lain turut memunculkan kekhawatiran terkait privasi data, bias algoritma, serta berkurangnya sentuhan manusia (human touch) dalam interaksi digital. Penelitian ini menyimpulkan bahwa efektivitas strategi digital marketing berbasis AI sangat bergantung pada kemampuan perusahaan dalam menyeimbangkan kecanggihan teknologi dengan tata kelola yang etis serta kepercayaan konsumen. Temuan ini memberikan kontribusi teoretis bagi literatur digital marketing sekaligus implikasi praktis bagi perusahaan dalam merancang strategi berbasis AI yang berorientasi pada konsumen dan berkelanjutan.
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