Book Title: Contemporary Issues in Modern Business Management
Editor: Dr Giriraj Kiradoo
ISBN: 978-81-968148-9-2
Chapter: 6
DOI: https://doi.org/10.59646/bussmanagC6/123
Authors: Mrs. S. Grace Prasanna1 and Dr. Dinesh Mishra2
1Assistant Professor, Department of MBA, Anand Institute of Higher Technology, Chennai, Tamil Nadu, India.
2Associate Professor, Faculty of Engineering CSE & IT, Mangalayatan University, Jabalpur, Madhya Pradesh, India
Abstract:
This chapter covers a wide range of marketing topics, including as recommendations systems, chatbots, personalised content production, predictive analytics, and consumer segmentation. In it, we examine how machine learning algorithms sort through mountains of data to improve consumer experiences, zero in on certain demographics, and fine-tune their strategies. The article discusses the difficulties that arise when using AI for marketing purposes, including issues with data protection, ethical concerns, and the lack of trained individuals to oversee and operate AI systems. There has to be a balance between the efficiency benefits of AI and the ethical obligations that come with using consumer data, it says. Natural language processing to enhance interactions with customers, the growth of AI-driven creative content creation, and the possible influence of AI on future marketing strategies are all topics covered in this chapter, along with other current developments in AI marketing.