JJEM: Special Edition 4 (May 2025)
JJEM: Special Edition 4 (May 2025)
2025-05-31
Artificial Intelligence in Marketing
Swati M Naik, Jeevita G Naik
Artificial intelligence ( AI ) has revolutionized marketing by transforming how businesses understand and interact with a customer. This literature review explores the role of artificial intelligence in marketing, focusing on its applications, benefits, challenges and future potential. Artificial intelligence technologies like machine learning, natural language processing and predictive analytics are enabling marketers to personalize customer experiences, optimize campaigns and improve decision - making. key applications include customer segmentation, chatbots, recommendations systems, and dynamic pricing. The literature highlights the ability of artificial intelligence to analyze large datasets quickly, uncover patterns, and predict customer behaviour, leading to more effective strategies and higher return on investment (ROI). However, the adoption of artificial intelligence in marketing also presents challenges such as data privacy concerns, ethical issues, and the need for significant investment in technology and skills. Additionally, businesses a must address potential biases in artificial intelligence algorithms and maintain transparency to build trust with customers
Artificial Intelligence, consumer behavior, market behavior