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Artificial Intelligence in Marketing

Book Title: Recent Trends in Business Management and Social Sciences

Editors:  Dr. Jasbir Kaur and Dr. Devyani Ingale

ISBN:  978-81-970457-8-3

Chapter: 6

DOI: https://doi.org/10.59646/rtbmssC6/134

Author:  Dr. Sandip Sane, Director, ASM’s Institute of Business Management and Research, Savitribai Phule Pune University, Pune, Maharashtra, India.

Abstract:

The rapid evolution of artificial intelligence (AI) technologies has significantly impacted the field of marketing, revolutionizing the way businesses engage with their audience, analyze data, and make strategic decisions. This paper provides an overview of the role and impact of AI in marketing, examining key applications, challenges, and future trends. The study explores the utilization of AI in various marketing domains, including customer segmentation, personalized content creation, predictive analytics, chatbots, and recommendation systems. It delves into how machine learning algorithms process vast amounts of data to extract meaningful insights, enabling marketers to enhance customer experiences, target specific demographics, and optimize marketing campaigns for better effectiveness. Additionally, the paper addresses the challenges associated with implementing AI in marketing, such as ethical considerations, data privacy concerns, and the need for skilled professionals to navigate and manage AI systems. It highlights the importance of striking a balance between the efficiency gains offered by AI and the ethical responsibilities associated with the use of customer data. Furthermore, the chapter discusses emerging trends in AI marketing, including the integration of natural language processing for improved customer interactions, the rise of AI-driven creative content generation, and the potential impact of AI on shaping future marketing strategies.

References

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  3. Culnan, M. J., & Bies, R. J. (2019). Artificial intelligence in content creation: Opportunities and challenges for marketers. Journal of Marketing Management, 34(1-2), 127-146.
  4. Anute N, Bhandare P, and Umbarkar S (2022) Customers Perception about Neuromarketing Techniques  Adopted by Multinational Corporations, Neuro Quantology , eISSN 1303-5150, Volume 20, Issue 9, Page 5344-5350.
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