What is Pay-per-Click (PPC)

In the digital era, businesses strive to harness various advancements in the tech field to attain heightened levels of customer engagement and ensure the effectiveness of their marketing strategies. For instance, digital marketing has the capacity to utilize AI advancements to a significant extent. In particular, nowadays, digital marketers are leveraging a recent large language-model-based chatbot called “ChatGPT,” which enables users to engage in human-like conversations and has unprecedented opportunities to reshape and revolutionize the ecosystem of digital marketing and customer engagement. In this regard, this chapter underscores the transformative potential of ChatGPT in the domain of digital marketing and its profound implications for augmenting customer engagement by reviewing and synthesizing existing literature. Moreover, it considers the ethical implications surrounding AI deployment. By synthesizing existing literature, this chapter provides a comprehensive overview of the current state of knowledge in this domain, guiding future research and practice.