Zeinab Savari - College of Management and Accounting, Shahid Beheshti University, Tehran, Iran
Arsalan Rahmani Ghohrodi - School of Chemical Engineering, College of Engineering, University of Tehran, Tehran, Iran
Ehsan Talebi - School of Chemical Engineering, AmirKabir University of Technology (Tehran Polytechnic), Tehran, Iran

Marketing campaigns are pivotal for businesses aiming to connect with their target audience and advertise their offerings. With technological progress, machine learning (ML) and artificial intelligence (AI) have become integral tools for campaign optimization, enhancing their reach and impact. These technologies have the capacity to scrutinize consumer behavior, forecast purchasing tendencies, and streamline campaigns instantaneously. Through a deep understanding of consumer predilections, marketers are empowered to make well-informed decisions and deliver customized messaging to their intended audience. The end result is a marked increase in efficiency, effectiveness, superior outcomes, and an amplified return on investment. This paper provides a thorough review of the cutting-edge usage of ML and AI to bolster marketing campaign optimization and investigates how AI is applied in different marketing segments and how it has brought about transformations within each sector. Moreover, it identifies and analyzes the essential uses of AI in marketing that hold significant importance.

Marketing campaigns , Machine learning (ML), Artificial intelligence (AI), AI in Marketing,Big data, Deep learning, Management ,Customer , Marketing Strategies, Business Management