The Influence of Artificial Intelligence in Digital Marketing

In the era of digitalization, artificial intelligence plays a leading role in all areas of daily life. The present study analyzes the influence of artificial intelligence on digital marketing through Amazon’s e-commerce page using eye tracking with an eye-tracking device, user testing, and heuristic evaluation, among other methodologies. Therefore, eye-tracking reports data through metrics such as the time of first fixation, the number of saccades and the average amplitude over the areas of interest. The user tests were conducted on 40 students from the Computer Sciences College of the Technical University of Manabí; the study is based on Human-Computer interaction and the foundations of AI in digital marketing. With the final results, it was possible to conclude that users show a preference for images and ignore their descriptions; this suggests that there is an opportunity to implement an AI image generator in the future which can use data and machine learning to create attractive images that easily capture users’ visual attention.