In this part of the book, the authors are diving into how artificial intelligence (AI) is completely changing the game in digital marketing, especially when it comes to the user experience. You see, AI gives companies these super cool abilities to deliver personalized content, analyze data like a pro, and create marketing strategies that really focus on the customer. Plus, AI has given birth to chatbots that have seriously shaken up customer service, making it way more personal and immediate. But, as cool as all this AI stuff is, it's not all smooth sailing. This chapter tackles things like data privacy, security, and making sure there are people who know how to handle it all. What really shows off the power of AI is how companies like Amazon and Spotify are using it to make the customer experience better. The more AI becomes a part of digital marketing, the more necessary it is to understand the good, the bad, and the sometimes ugly, to make sure AI is being used in the best and most ethical way possible.

Marketing landscape experiencing a drastic change, driven by the growth of artificial intelligence (AI) and personalization, replacing "one-size-fits-all" marketing approach by more personalized marketing strategies, like machine learning and predictive analysis. This will allow organisations to engage with users in a dynamic, user-specific design, thus enhancing user engagement and satisfaction. Platforms such as Netflix, Amazon, and Spotify, already use artificial intelligence to tailor content and recommendations based on user behaviour patterns, ensuring user retention and high loyalty. The actual implementation process demands meticulous handling of data, foresight and adherence to transparency and ethical practice. Newer technologies such as edge computing and AR/VR integration will transform real-time personalization, giving each user a unique immersive and personalized experience.

While most published research on COVID-19 focused on a few countries and especially on the second wave of the pandemic and the vaccination period, we turn to the first wave (March–May 2020) to examine the sentiments and emotions expressed by Twitter users in Greece. Using deep-learning techniques, the analysis reveals a complex interplay of surprise, anger, fear, and sadness. Initially, surprise was dominant, reflecting the shock and uncertainty accompanying the sudden onset of the pandemic. Anger replaced surprise as individuals struggled with isolation and social distancing. Despite these challenges, positive sentiments of hope, resilience and solidarity were also expressed. The COVID-19 pandemic had a strong imprint upon the emotional landscape worldwide and in Greece. This calls for appealing to emotions as well as to reason when crafting effective public health strategies.

Virtual networks: Why do students use Instagram?

This article describes an experimental academic e-course during the Covid-19 pandemic, in which 178 undergraduate students were asked to become video creators and narrators through a specific methodology in order to become digitally literate and produce original content.This practical e-workshop took place in the context of the “Video, Image and Audio Editing” course of the Department of Communication, Media and Culture at Panteion University and was adapted to the needs of a distance learning course. Its main aim was the students’ familiarization with literacy in digital tools and techniques that until now was only achieved in an actual laboratory setting. The research is divided into two phases. The first phase concerns this article and analyzes the methodology of video production as well as the students’ acquisition of digital tools. In the second phase, specific factors will be studied, from the videos produced, through qualitative research so as to determine the audience’s interaction with the narrative content, as well as with the factors that students believe contributed to the interaction of that content.Students gained knowledge of digital video tools which was upgraded to the capabilities and needs of each student. They acquired video editing skills based on the content through a specific theme and a theme of each group student’s choice. Students increased their literacy skills in both digital media and video projection on social media and gained knowledge concerning the interaction that was encouraged through these mediums. In this laboratory course, a specific methodology was used that included pre-production, production and post-production. The final product included two videos, the first with a specific theme and the second with a theme of each group student’s choice.