Published Paper Details:

Artificial Intelligence (AI) has emerged as a transformative force in the field of marketing management, especially within predictive analytics. This research investigates how AI technologies are integrated into predictive marketing practices, evaluating how they enhance customer segmentation, forecast consumer behaviour, and personalize marketing strategies. The study explores some of the AI tools and methodologies--such as Machine Learning (ML), Natural Language Processing (NLP), Big Data Analytics etc. by analysing their real-world applications through case studies of leading global brands. It also explores how AI improved decision-making, increased customer engagement, and higher return on investment. Moreover, the research addresses various challenges that marketing firms and various organizations are facing in implementing AI, such as data privacy concerns, algorithmic bias, and integration complexity. This research paper evaluates current trends and ethical considerations and provides a complete view of AI's growing role in redesigning marketing analytics and strategy, ultimately contributing to more data-driven and customer-centric business environments.