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Informative Article | Computer Science and Information Technology | India | Volume 12 Issue 12, December 2023
Navigating the AI Revolution: A New Era in Marketing
Tarun Gupta [7] | Supriya Bansal [6]
Abstract: This thorough overview examines AI's disruptive influence on marketing, including its history, trends, and future directions. The paper explains how AI can analyze large databases, automate procedures, and improve decision-making using machine learning algorithms in marketing. Starting with data analytics, AI in marketing has evolved to include big data and marketing automation solutions. The literature study covers three main topics: marketing landscape transition, AI marketing applications, and its pros and cons. AI may improve marketing techniques, but the assessment emphasizes a balanced approach to ethics, data protection, and adverse risks. A literature review shows a move towards customer-centric, data-driven marketing methods using chatbots, predictive analytics, and picture recognition. The theoretical approach uses the Technology Acceptance Model and Personalization-Privacy Paradox to explain AI marketing uptake and effect. According to empirical research, AI-driven solutions boost marketing, customer interaction, and consumer behavior prediction. Consumer behavior insights show how AI improves customization and emphasizes the relevance of ethics. Organizational dynamics and innovation, including multifunctional cooperation and media management, are examined in the research. AI integration into organizational structures presents challenges and possibilities, emphasizing technological and personnel investments. The section on smaller businesses' innovative AI use despite financial limits discusses this. Real-world case studies demonstrate AI-powered marketing strategies' adaptability and effect across sectors. The closing parts summarise significant findings, give practical insights, and advise marketers on AI-driven marketing. The paper finishes with a forward-looking summary of trends and ethical guidelines for responsible AI marketing.
Keywords: E-Commerce, Retailer-publisher platforms, Paid media campaigns, Organic outcomes, Amazon, Alibaba, Walmart, Ad spend
Edition: Volume 12 Issue 12, December 2023,
Pages: 2065 - 2073