Application and Impact of Artificial Intelligence in Digital Marketing: Take TikTok as an Example

Manfei DENG GUO

2025

Abstract

Nowadays, artificial intelligence is widely used in digital marketing. TikTok has a unique algorithmic recommendation system and large user base, making it a crucial case for studying AI's role in digital marketing. Throughout a case studies, this study explores how AI is applied in TikTok's digital marketing, aiming to understand its application effectiveness, limitations, and risks. The research finds that AI significantly improves TikTok's marketing effectiveness. Artificial intelligence enables precise targeting via personalized recommendations, offers new marketing ways through virtual influencers, enhances real - time interactions in live - streaming, and provides valuable insights through data analysis. However, there are also many drawbacks. Data privacy issues, like over - collection and misuse, and algorithmic bias, which limits content diversity. To address these problems, TikTok can implement a comprehensive privacy policy, incorporate diversity metrics into algorithms, and offer users more control over content recommendations. These measures can enhance user experience and platform sustainability.

Paper Citation

in Harvard Style

DENG GUO M. (2025). Application and Impact of Artificial Intelligence in Digital Marketing: Take TikTok as an Example. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 682-687. DOI: 10.5220/0014001400004916

in Bibtex Style

@conference{prmc25,
author={Manfei DENG GUO},
title={Application and Impact of Artificial Intelligence in Digital Marketing: Take TikTok as an Example},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={682-687},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014001400004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Application and Impact of Artificial Intelligence in Digital Marketing: Take TikTok as an Example
SN - 978-989-758-778-8
AU - DENG GUO M.
PY - 2025
SP - 682
EP - 687
DO - 10.5220/0014001400004916
PB - SciTePress