Abstract
DIGITAL DA'WAH TRANSFORMATION THROUGH ARTIFICIAL INTELLIGENCE: A LITERATURE REVIEW. The rapid advancement of Artificial Intelligence (AI) has significantly reshaped digital da'wah practices, particularly in how religious messages are constructed, personalized, and disseminated. This study examines the influence of AI on Islamic communication, message delivery strategies, and the emerging ethical and spiritual implications. Employing a literature review, the analysis integrates comparative, thematic, and integrative literature approaches using relevant scholarly publications from the last five years. The findings indicate that AI enhances interactivity and data-driven personalization in da'wah, increases the efficiency of content planning and distribution, and introduces new forms of collaboration between preachers and algorithmic systems. However, these technological advancements also present challenges, including algorithmic bias, the risk of spiritual dehumanization, and a shifting landscape of religious authority shaped by digital recommendation mechanisms. This study concludes that the integration of AI in digital da'wah must be guided by Islamic communication ethics to preserve the authenticity, humanity, and spiritual depth of religious messages.