AI-Driven Marketing: how artificial intelligence is reshaping digital communication and customer insight

This thesis examines the role of artificial intelligence in digital marketing, tracing the evolution from traditional to digital marketing practices and analysing, how AI is applied in areas such as customer insight, decision-making, digital communication, and content creation. Drawing on academic literature and Italian market data, it explores the opportunities and limitations that AI presents for marketing communication. The empirical component consists of semi-structured interviews with communication agencies in the Veneto region, examining how these organisations integrate AI into their services.