Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies

Anda Batraga; Tatjana Volkova; Jelena Salkovska; Liene Kaibe; Didzis Rūtītis; Eduards Aksjonenko; Marta Kontina

doi:10.1007/978-981-96-6929-5_30

Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies

Anda Batraga
, Tatjana Volkova
, Jelena Salkovska (Corresponding Author)
, Liene Kaibe
, Didzis Rūtītis
, Eduards Aksjonenko
, Marta Kontina

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

Abstract

As AI develops, it is becoming increasingly important in digital marketing processes. AI has become an essential part of the digital marketing world, enabling businesses to reach their customers faster and to improve their business operations by automating some of the simplest tasks. Through technology transfer, AI brings significant improvements offering new opportunities and creative approaches to achieving the goals of a digital marketing strategy. The aim of this study is to investigate and analyse the possibilities of using AI in digital marketing strategy in order to draw conclusions and make proposals on the possibilities of improving digital marketing strategy in Latvian companies using AI. The results show that the transfer of AI technology can provide companies with several advantages. The need for a well-thought-out technology transfer is emphasised by the experts in order to make the technology work and help the company achieve its goals.

Original language	English
Title of host publication	Proceedings of 10th International Congress on Information and Communication Technology - ICICT 2025
Editors	Xin-She Yang, R. Simon Sherratt, Nilanjan Dey, Amit Joshi
Publisher	Springer
Pages	371-382
Number of pages	12
Volume	3
ISBN (Electronic)	978-981-96-6929-5
ISBN (Print)	9789819669288
DOIs	https://doi.org/10.1007/978-981-96-6929-5_30
Publication status	Published - 2025
Externally published	Yes
Event	10th International Congress on Information and Communication Technology, ICICT 2025 - London, United Kingdom Duration: 18 Feb 2025 → 21 Feb 2025

Publication series

Name	Lecture Notes in Networks and Systems
Volume	1442 LNNS
ISSN (Print)	2367-3370
ISSN (Electronic)	2367-3389

Conference

Conference	10th International Congress on Information and Communication Technology, ICICT 2025
Country/Territory	United Kingdom
City	London
Period	18/02/25 → 21/02/25

Keywords*

Artificial intelligence
Companies
Consumers
Digital marketing
Technology transfer

Field of Science*

5.2 Economy and Business

Publication Type*

3.1. Articles or chapters in proceedings/scientific books indexed in Web of Science and/or Scopus database

Access to Document

10.1007/978-981-96-6929-5_30

Cite this

Batraga, A., Volkova, T., Salkovska, J., Kaibe, L., Rūtītis, D., Aksjonenko, E., & Kontina, M. (2025). Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies. In X.-S. Yang, R. S. Sherratt, N. Dey, & A. Joshi (Eds.), Proceedings of 10th International Congress on Information and Communication Technology - ICICT 2025 (Vol. 3, pp. 371-382). (Lecture Notes in Networks and Systems; Vol. 1442 LNNS). Springer. https://doi.org/10.1007/978-981-96-6929-5_30

Batraga, Anda ; Volkova, Tatjana ; Salkovska, Jelena et al. / Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies. Proceedings of 10th International Congress on Information and Communication Technology - ICICT 2025. editor / Xin-She Yang ; R. Simon Sherratt ; Nilanjan Dey ; Amit Joshi. Vol. 3 Springer, 2025. pp. 371-382 (Lecture Notes in Networks and Systems).

@inproceedings{d5bc88b22c2e47c08be29ec87ffe6582,

title = "Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies",

abstract = "As AI develops, it is becoming increasingly important in digital marketing processes. AI has become an essential part of the digital marketing world, enabling businesses to reach their customers faster and to improve their business operations by automating some of the simplest tasks. Through technology transfer, AI brings significant improvements offering new opportunities and creative approaches to achieving the goals of a digital marketing strategy. The aim of this study is to investigate and analyse the possibilities of using AI in digital marketing strategy in order to draw conclusions and make proposals on the possibilities of improving digital marketing strategy in Latvian companies using AI. The results show that the transfer of AI technology can provide companies with several advantages. The need for a well-thought-out technology transfer is emphasised by the experts in order to make the technology work and help the company achieve its goals.",

keywords = "Artificial intelligence, Companies, Consumers, Digital marketing, Technology transfer",

author = "Anda Batraga and Tatjana Volkova and Jelena Salkovska and Liene Kaibe and Didzis Rūtītis and Eduards Aksjonenko and Marta Kontina",

note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.; 10th International Congress on Information and Communication Technology, ICICT 2025 ; Conference date: 18-02-2025 Through 21-02-2025",

year = "2025",

doi = "10.1007/978-981-96-6929-5\_30",

language = "English",

isbn = "9789819669288",

volume = "3",

series = "Lecture Notes in Networks and Systems",

publisher = "Springer",

pages = "371--382",

editor = "Xin-She Yang and Sherratt, \{R. Simon\} and Nilanjan Dey and Amit Joshi",

booktitle = "Proceedings of 10th International Congress on Information and Communication Technology - ICICT 2025",

address = "Singapore",

}

Batraga, A, Volkova, T, Salkovska, J, Kaibe, L, Rūtītis, D, Aksjonenko, E & Kontina, M 2025, Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies. in X-S Yang, RS Sherratt, N Dey & A Joshi (eds), Proceedings of 10th International Congress on Information and Communication Technology - ICICT 2025. vol. 3, Lecture Notes in Networks and Systems, vol. 1442 LNNS, Springer, pp. 371-382, 10th International Congress on Information and Communication Technology, ICICT 2025, London, United Kingdom, 18/02/25. https://doi.org/10.1007/978-981-96-6929-5_30

Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies. / Batraga, Anda; Volkova, Tatjana; Salkovska, Jelena (Corresponding Author) et al.
Proceedings of 10th International Congress on Information and Communication Technology - ICICT 2025. ed. / Xin-She Yang; R. Simon Sherratt; Nilanjan Dey; Amit Joshi. Vol. 3 Springer, 2025. p. 371-382 (Lecture Notes in Networks and Systems; Vol. 1442 LNNS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

TY - GEN

T1 - Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies

AU - Batraga, Anda

AU - Volkova, Tatjana

AU - Salkovska, Jelena

AU - Kaibe, Liene

AU - Rūtītis, Didzis

AU - Aksjonenko, Eduards

AU - Kontina, Marta

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

PY - 2025

Y1 - 2025

N2 - As AI develops, it is becoming increasingly important in digital marketing processes. AI has become an essential part of the digital marketing world, enabling businesses to reach their customers faster and to improve their business operations by automating some of the simplest tasks. Through technology transfer, AI brings significant improvements offering new opportunities and creative approaches to achieving the goals of a digital marketing strategy. The aim of this study is to investigate and analyse the possibilities of using AI in digital marketing strategy in order to draw conclusions and make proposals on the possibilities of improving digital marketing strategy in Latvian companies using AI. The results show that the transfer of AI technology can provide companies with several advantages. The need for a well-thought-out technology transfer is emphasised by the experts in order to make the technology work and help the company achieve its goals.

AB - As AI develops, it is becoming increasingly important in digital marketing processes. AI has become an essential part of the digital marketing world, enabling businesses to reach their customers faster and to improve their business operations by automating some of the simplest tasks. Through technology transfer, AI brings significant improvements offering new opportunities and creative approaches to achieving the goals of a digital marketing strategy. The aim of this study is to investigate and analyse the possibilities of using AI in digital marketing strategy in order to draw conclusions and make proposals on the possibilities of improving digital marketing strategy in Latvian companies using AI. The results show that the transfer of AI technology can provide companies with several advantages. The need for a well-thought-out technology transfer is emphasised by the experts in order to make the technology work and help the company achieve its goals.

KW - Artificial intelligence

KW - Companies

KW - Consumers

KW - Digital marketing

KW - Technology transfer

UR - https://www.scopus.com/pages/publications/105020016300

U2 - 10.1007/978-981-96-6929-5_30

DO - 10.1007/978-981-96-6929-5_30

M3 - Conference contribution

AN - SCOPUS:105020016300

SN - 9789819669288

VL - 3

T3 - Lecture Notes in Networks and Systems

SP - 371

EP - 382

BT - Proceedings of 10th International Congress on Information and Communication Technology - ICICT 2025

A2 - Yang, Xin-She

A2 - Sherratt, R. Simon

A2 - Dey, Nilanjan

A2 - Joshi, Amit

PB - Springer

T2 - 10th International Congress on Information and Communication Technology, ICICT 2025

Y2 - 18 February 2025 through 21 February 2025

ER -

Batraga A, Volkova T, Salkovska J, Kaibe L, Rūtītis D, Aksjonenko E et al. Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies. In Yang XS, Sherratt RS, Dey N, Joshi A, editors, Proceedings of 10th International Congress on Information and Communication Technology - ICICT 2025. Vol. 3. Springer. 2025. p. 371-382. (Lecture Notes in Networks and Systems). doi: 10.1007/978-981-96-6929-5_30

Transfer and Application of Artificial Intelligence Technology in Digital Marketing Strategy of Latvian Companies

Abstract

Publication series

Conference

Keywords*

Field of Science*

Publication Type*

Access to Document

Other files and links

Fingerprint

Cite this