From Web to Cloud: How Machine Learning Is Shaping Enterprise Systems and Digital Marketing

  • Authors

    • Renjbar Sh. Othman Duhok Polytechnic University, Technical Institute of Amedi, Department of Information Technology, Duhok, Kurdistan Region, Iraq and Akre University for Applied Sciences, Technical College of Informatics-Akre, Department of Information Technology, Akre, Kurdistan Region, ‎Iraq
    • Subhi R. M. Zeebaree Duhok Polytechnic University, Technical College of Engineering, Energy Eng. Dept, Duhok, Kurdistan Region, Iraq
    https://doi.org/10.14419/gsmz7f32

    Received date: April 24, 2025

    Accepted date: June 15, 2025

    Published date: August 29, 2025

  • Machine Learning; Cloud Computing; Enterprise Systems; Digital Marketing; Predictive Analytics; Personalization; AI Integration

  • Abstract

    This review critically examines the transformative impact of machine learning (ML) on enterprise systems and digital marketing, transitioning-‎ing from traditional web-based models to sophisticated, cloud-integrated platforms. The primary objective is to investigate how ML technologies, including predictive analytics, natural language processing, and deep learning, enhance automation, personalization, and real-time ‎decision-making within business operations. Key goals encompass identifying essential ML frameworks, assessing performance enhance-‎ments, evaluating integration challenges, and proposing future pathways for ethical and scalable adoption. Through a comparative analysis ‎of contemporary studies, this review underscores that ML significantly elevates customer engagement, workflow efficiency, and strategic ‎agility. Cloud-based ML tools, particularly within ERP and marketing systems, facilitate scalable deployment and cost efficiency. Nonetheless, challenges such as data privacy, legacy system integration, and the lack of model explainability persist as critical obstacles. The convergence of ML with cloud technologies offers a formidable opportunity for enterprises to innovate; however, it necessitates responsible AI ‎practices, transparent governance, and investment in AI-ready talent. In conclusion, ML is not only enhancing business intelligence and ‎customer interaction but also redefining operational paradigms for enterprises in a competitive digital economy‎.

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    Othman , R. S. ., & Zeebaree , S. R. M. . (2025). From Web to Cloud: How Machine Learning Is Shaping Enterprise Systems and Digital Marketing. International Journal of Scientific World, 11(2), 50-61. https://doi.org/10.14419/gsmz7f32