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Artificial Intelligence is a multifaceted branch of science which includes deep learning, natural language processing, machine learning, and other emerging technologies. AI has many practical applications in modern-day business, such as in digital marketing, where its market value was estimated at 15.84 billion USD in 2021, and is projected to increase to over 107.5 billion USD by 2028. This article discusses how AI can be used to improve pay-per-click ad strategies.