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The role of Artificial Intelligence in revolutionizing conversion rate optimization
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This thesis explores the role of artificial intelligence (AI) in revolutionizing
conversion rate optimization (CRO) within digital marketing. Using a qualitative methodology
combining a literature review and expert interviews, it identifies the benefits of AI-driven
personalization and dynamic pricing while addressing challenges such as data privacy,
algorithmic bias, and trust. The findings highlight the potential of AI to improve efficiency and
customer engagement, particularly for small and medium enterprises (SMEs) that adopt
scalable tools. The study also suggests extending the technology acceptance model (TAM) to
include constructs of trust and perceived risk to better understand AI adoption in CRO contexts.
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Conversion Rate Optimization Artificial Intelligence Digital marketing Ethical Technology acceptance model