o:37643 The Use of Artificial Intelligence (AI) in Marketing: Limitations and Challenges en Abstract The main objective of this paper is to examine the use of artificial intelligence (AI) in marketing, exploring the challenges and its limitations, data-related issues, ethical concerns and future implications, concluding with recommendations for responsible implementation. In this paper, the author analyzes the main areas of use of artificial intelligence in marketing as well as its main limitations and the challenges that arise from it. Using AI in marketing has transformed how business interact with customers, make decisions, and optimize campaigns. Marketing today is using artificial intelligence for customer insights and data analysis, large-scale personalization, AI-driven chatbots handle customer inquiries and support in real time, campaign optimization, generate and manage content, sale forecasting and lead scoring, marketing automation. After describing the advantages, we want to explore limitations that marketers should be aware. Particularly we will explore challenges in this area. Finally, to make artificial intelligence a truly effective tool in marketing, we have provided basic recommendations for businesses. Despite the limitations and challenges, when used properly, AI can significantly improve efficiency, personalization, and customer satisfaction in marketing Keywords: Marketing, artificial intelligence, advantages, limitations, challenges, recommendations 1552100 978-625-00-6372-9 2026-01-27T13:18:26.035Z 44 no 46 Mirjana Gligorijević Univerzitet u Beogradu Ekonomski fakultet 0000-0002-1144-442X application/pdf 290791 https://phaidrabg.bg.ac.rs/o:37643 no yes 1 70 92000004 11A03 Proceedings of 25th SCF International Conference on “Economic, Social, and Educational Implications of Artificial Intelligence”, Antalya, October 9-12, 2025 40 50 Bandirma Onyedi University 2025