Published Paper Details:

The field of marketing is seeing a transformation due to the role of Artificial Intelligence (AI) using data-driven decision making strategies, personalized consumer relationship, and automation of redundant processes. This review paper studies various relevant previous research works to understand the incorporation of AI in marketing. The objective of the study is to determine AI's applications in customer segmentation, consumer-driven personalization, and predictive analytics. A shift in the dynamics of traditional marketing can be observed with the introduction of various AI technologies like, chatbots, sentiment analysis, target marketing, etc. Findings from the studies suggest that the marketing performance has observed an enhancement. This enhancement comes with the improvements in real-time decision-making, optimized advertising campaigns, and efficient customer engagement. Vast customer datasets are analyzed with the help of Machine Learning (ML) algorithms that are used to predict customer buying behaviour, and Natural language Processing (NLP) is utilized for effective methods of communication. Even with all the various advantages, AI's usage in marketing activities still faces certain challenges. The use of AI brings about multiple issues namely data privacy concerns, ethical dilemmas, high implementation costs, and expertise. Due to resource constraints, smaller firms face these challenges with higher severity. Larger corporations are able to leverage AI technology to build and maintain competitive advantage. The review paper concludes that with advancements in deep learning, content creation, and personalization, AI's role in marketing will continue to expand. This paper would assist future research in exploring the long-term impact of AI on brand loyalty, ethics in AI usage for marketing, and the evolving role of AI in building consumer relationship.