Role of AI in Modern Marketing Practices and Its Impact on Customer Satisfaction in Himachal Pradesh

Sukriti Sahib, Dr. Jyoti Sondhi

Abstract: Marketing has changed more in the past decade than in the fifty years before it, and much of that change traces back to artificial intelligence. Recommendation engines decide what products a shopper sees first, chatbots answer routine queries at midnight, and pricing, advertising and customer segmentation increasingly run on algorithms rather than instinct. What remains far less clear, particularly outside India's large metropolitan markets, is whether customers on the receiving end of all this automation are actually more satisfied. The present study takes up that question in Himachal Pradesh, a predominantly hill and semi-urban state where digital adoption is growing quickly but unevenly. Drawing on 162 valid responses gathered from four districts (Shimla, Solan, Kangra and Mandi) through a structured questionnaire, the study profiles how businesses in the state use AI in their marketing, how aware customers are of these practices, and how strongly such use relates to customer satisfaction. Multiple regression found that AI business use, customer awareness and perceived benefits together explain roughly 80 per cent of the variation in customer satisfaction, and mediation testing showed that awareness translates into satisfaction partly through the trust it builds (Sobel z = 7.68, p

Keywords: artificial intelligence, modern marketing, customer satisfaction, customer awareness, Himachal Pradesh, trust, purchase decision

How to Cite?: Sukriti Sahib, Dr. Jyoti Sondhi, "Role of AI in Modern Marketing Practices and Its Impact on Customer Satisfaction in Himachal Pradesh", Volume 15 Issue 7, July 2026, International Journal of Science and Research (IJSR), Pages: 2428-2431, https://www.ijsr.net/getabstract.php?paperid=SR26728121217, DOI: https://dx.doi.org/10.21275/SR26728121217

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