AI-Powered Digital Marketing: Elevating Brand Perception in the Event Industry

Abstract

In the evolving landscape of business, digital technologies are reshaping human relationships, interactions and experiences. Despite widespread predictions about the immense potential of artificial intelligence (AI) which encompasses Big Data and Machine Learning in service industries, the tangible impact of AI on brand loyalty remains inadequately understood. AI is actively redefining the dynamics between brands and users, revolutionizing the nature of their interactions. This study aims to formulate a framework guiding the transformative influence of integrated AI on sustainable digital marketing within the event industry, with a specific emphasis on moulding brand perception and cultivating brand loyalty. The research outcomes present a conceptualization of sustainable digital marketing, delineating green customer behaviour and brand loyalty as crucial elements for creating value in events. This paper makes a theoretical contribution by bridging the realms of sustainable marketing, technology and brand literature, focusing on AI as a non-human actor shaping the future experience in the event industry. Furthermore, it offers practical guidance for event planners on effectively integrating AI across various touchpoints. Additionally, it furnishes valuable insights to aid businesses, governments and marketers in gaining a deeper understanding of AI's role in brand management, providing practical advice for navigating the swiftly evolving terrain of integrated artificial intelligence in marketing.