Artificial Intelligence for Digital Marketing Transformation in Nepal: A Review

Abstract

In an era where digital technology is rapidly evolving, the application of Artificial Intelligence (AI) in Digital Marketing (DM) presents a frontier of immense potential, particularly in emerging markets like Nepal. The purpose of this research is to assess the potential of AI in revolutionizing Nepal's digital marketing landscape, identifying both the opportunities it presents and the challenges it faces in a developing market context. The study conducted a comprehensive literature review of 47 articles relating to AI and digital marketing. The study delves into how Nepalese businesses can adopt AI-driven strategies to enhance customer engagement, optimize marketing campaigns, and achieve competitive advantage. Findings reveal a significant potential for AI to transform digital marketing in Nepal by offering personalized customer experiences and improving operational efficiencies. The research also addresses the challenges unique to Nepal, such as limited digital literacy, data privacy concerns, and infrastructural constraints. Practical recommendations are provided for Nepalese businesses and marketers to effectively implement AI tools, with a focus on sustainable and ethical practices. This study contributes to the growing body of knowledge on digital marketing in developing economies and serves as a guide for practitioners and researchers interested in the intersection of AI and DM in South Asian contexts.