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Study on artificial intelligence driven digital marketing strategies for cultural and creative enterprises

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  • Zihuan Wu

Abstract

Currently, artificial intelligence (AI) technology is developing rapidly and has been applied across numerous fields. In the cultural sector, cultural and creative enterprises constitute a significant part of China's cultural economy and are essential to the contemporary cultural industry. The traditional cultural and creative industry is undergoing substantial changes and facing transformation challenges. With the assistance of artificial intelligence, digital marketing strategies for cultural and creative enterprises continue to innovate, providing consumers with a modern and engaging experience. Consequently, there is a need to enhance the digital marketing strategies of these enterprises to adapt to the evolving landscape. This article discusses the digital marketing strategies pertinent to the cultural and creative industry in the era of artificial intelligence. It summarizes the current state of digital marketing for cultural and creative enterprises amid AI evolution, examines the future directions for digital marketing innovation in this sector, and offers recommendations for advancing digital marketing practices within cultural and creative enterprises.

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  • Zihuan Wu, 2025. "Study on artificial intelligence driven digital marketing strategies for cultural and creative enterprises," Journal of Contemporary Research in Business, Economics and Finance, Learning Gate, vol. 7(2), pages 71-84.
    • Handle: RePEc:ajp:jcrbef:v:7:y:2025:i:2:p:71-84:id:9839
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