THE CONVERGENCE OF AI, MACHINE LEARNING, AND BLOCKCHAIN: REDEFINING DIGITAL MARKETING STRATEGIES IN THE MODERN ECONOMY

Abstract

Purpose: The digital technologies have had a great influence on how marketing is conducted in various regions of the world because of its fast rate of development. This paper is aimed at discussing the economic and strategic implications of convergence between the Artificial Intelligence (AI), Machine Learning (ML) and Blockchain technologies in digital marketing. Specifically, it addresses the issue of technological integration and its contribution to the marketing performance, transparency, cost reduction, and profitability, and uncovers the key challenges of its implementation. Methodology: The methodology adopted was a quantitative research design based on a cross-sectional survey study. The primary data were obtained through 350 professionals engaged in the fields of digital marketing, information technology, data analytics, blockchain development, and similar fields. Key constructs such as AI and ML integration, blockchain and transparency, synergistic impact, strategic and economic implications, and challenges and future prospects were measured with the help of the structured questionnaire. The descriptive statistics, testing of reliability, correlation test, regression and obtaining one-way ANOVA were used to analyze data and determine the relationship and predictive behavior between the variables. Findings: The results indicate a high internal consistency among all the constructs and the instrument is therefore reliable. Descriptive findings show that the attitude towards AI, ML, and Blockchain in terms of strategic and economic values is generally positive. The results of correlation analysis indicate that AI and ML integration, blockchain transparency, synergistic effect, and strategic and economic implications have high positive relations, whereas challenges have moderate negative relations with them. The regression analysis shows that the integration of AI and ML has a higher predictive effect on marketing performance than blockchain transparency, however, both positively affect these results. The outcomes of the ANOVA are indicating that individual-level differences would have a higher variance when compared to group-based differences. Implications: The paper emphasizes that AI, ML, and Blockchain convergence increase the effectiveness of digital marketing, contribute to making decisions based on data, and reinforce transparency and trust. The results can be of practical value to organizations that need to use emerging technologies as a competitive advantage and enhance their performance, as well as to policymakers and practitioners concerning the significance of the development of skills and strategic alignment. Originality/Value: This paper provides empirical evidence of the impact of AI, ML, and Blockchain convergence in digital marketing as a convergence of economic and strategic value. The research is a piece of work towards a deeper appreciation of how the emerging technologies are collaborating to alter the nature of marketing under the new digital economy by incorporating the various approaches of analysis.

Keywords: Artificial Intelligence, Machine Learning, Blockchain, Digital Marketing, Technological Convergence, Strategic Implications, Economic Implications