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IMDR’s Journal of Management Development and Research 2022-23

A study on the uses and impact of AI in marketing

Arnav Apte and Juhi Pitamberwale,
PGDM II, DES’s Institute of Management, Development and Research

Abstract

This research paper examines the uses and impact of artificial intelligence (AI) in marketing. As
technology rapidly advances, AI has emerged as a powerful tool that revolutionizes various aspects of
the marketing industry. The study aims to explore the diverse applications of AI in marketing
strategies, evaluate its effectiveness, and analyze its impact on consumer behaviour and business
performance. The paper begins by providing a comprehensive overview of AI technologies commonly
employed in marketing, including machine learning algorithms, natural language processing, and
predictive analytics. It then delves into the uses of AI across different marketing domains, such as
personalized advertising, customer segmentation, chatbots, and recommendation systems. The study
examines case studies and real-world examples to highlight the successful implementation of AI in
marketing campaigns. By synthesizing existing literature, this research paper contributes to the growing
body of knowledge on AI in marketing.

Keywords – Artificial Intelligence, Marketing, Applications, Tools, Consumer Behaviour

Introduction

The way marketing is done is being revolutionized by artificial intelligence (AI). The potential of
AI in enhancing marketing strategies and enhancing consumer experiences has been recognized by
marketers. Data analysis, customer segmentation, chatbots, personalization, and predictive
analytics are just a few of the business essay that aims to examine how artificial intelligence
affects marketing and talk about how it might affect companies.

AI can be used in the below forms:

 Data Analysis
 Natural Language Processing (NLP)
 Media Buying
 Automated Decision-Making
 Content Generation
 Real-time Personalization
Strangely enough, despite more than 50 years of active research in other fields of study, the
creation of artificial intelligence (AI) has only recently gained popularity in the management and
marketing sciences. Over time, AI has been in and out of the spotlight depending on its state of
development and the expansion of its potential applications.

The first widespread commercial applications of AI, which have demonstrated the promise and
capabilities of this technology also in the marketing field sparked interest in and considerable
discussion on the topic. The growth of AI's cognitive mechanisms and the ability of machines to
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