Application of Machine Learning Algorithms in Online Marketing

Abstract

Abstract: AI has been able to advance beyond simply carrying out the duties that were put into it thanks to machine learning algorithms. Prior to ML becoming widely used, AI applications were exclusively employed in corporate and enterprise settings to automate simple operations. This covered activities like simple rule-based classification or clever automation. This meant that the domain for which AI algorithms could be used was limited. With machine learning, however, computers were able to go beyond carrying out their programming and started growing with each repetition. Machine learning is used by marketers to identify trends in website user behavior. This enables them to immediately optimize advertising offers and forecast users' future behavior. This paper highlights the application of machine learning in online marketing.