http://www.sudoc.fr/281202400 eng FR Marketing 5.0 : Challenges and Opportunities of AI-Driven Marketing Mémoire de master Master CAWEB - Multilingual Web Communication Artificial intelligence (AI) is driving the evolution of digital marketing into Marketing 5.0, transforming how businesses connect with customers, recruit talent, and manage resources. AI-powered tools are reshaping marketing strategies, enhancing automation, personalization, and efficiency. The ethical and regulatory aspects of AI, including the European Union's AI Act, DMA, and DSA, are critical considerations for businesses adopting AI-driven marketing solutions. A comparative analysis of traditional Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) highlights AI's role in optimizing content for higher visibility. The impact of AI on the job market, particularly in content creation and prompt engineering, is explored through real-world case studies. This in-depth analysis offers insights into how AI is revolutionizing marketing practices and the skills required to stay competitive.. 2024-06-30 Marketing digital Intelligence artificielle 522 Panzetta, Valeria Folini, Franco Université de Strasbourg Faculté des langues application/pdf Accès libre https://publication-theses.unistra.fr/public/memoires/2024/FLCE/2024_PANZETTA_Valeria.pdf Memoire Unistra