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

learn based on collected data have allowed for the rapid development of AI in recent years (Lieto,
Bhatt, Oltramari, & Vernon, 2017)

Engineers, IT specialists, and analysts have been drawn to AI up to this point, but it is now
expanding beyond its usual application and making a bigger impact in the management and
marketing sectors. Because AI is dependent on data analysis in nearly all of its applications, the
ever-increasing amount of consumer data available online, in big data platforms, or on mobile
devices makes it a crucial ally of marketing.

Data is used extensively in marketing, from studies of consumer demands to market analysis,
customer insights, and competitor information, as well as for pursuing activities through various
communication or distribution channels and assessing the outcomes of established tactics. As
information technology advances, marketing inevitably benefits (Mazurek, 2011a, 2011b, 2014).
The two domains' proximity allows for the creation of a synergistic effect.

Therefore, it seems important to emphasize the potential of artificial intelligence and available
AI-based tools and to discuss the commercial applications of AI in the area of marketing.

Literature Review

In contrast to human intelligence, artificial intelligence (AI) refers to the intelligence exhibited by
robots. A system of intelligent agent machines that can successfully execute a task by observing
its environment is how artificial intelligence is typically portrayed. According to Russell and
Norvig (2016), artificial intelligence refers to gadgets (computers) that imitate the cognitive and
affective functions of the human mind. Because of the professionals' tireless efforts, artificial
intelligence has greatly advanced over the last few decades. Significant improvements were
made as a result of the initiative, including the use of big data analytics and machine learning in
a variety of contexts. Because they have only seen human-machine interaction in robot-only
movies or television shows, people usually identify the term "artificial intelligence" with
automated robots that do jobs for humans. Any machine that needs to be able to think like a human
to continuously learn and solve problems is referred to as having artificial intelligence. These are
the qualities that make AI unique. Sometimes people feel an activity to be boring, laborious, or
boring. But no one will ever again have to put up with a boring job like that owing to a machine.
Artificially intelligent machinery continuously finishes jobs for people.

Data intake is a crucial aspect of artificial intelligence. Artificially intelligent systems make
extensive use of data. The artificial intelligence system analyses enormous volumes of data and
accumulates information based on demands. Companies like Google and Amazon manage
massive volumes of data that are incomprehensible to people. Also, an AI system keeps a range of
information about various individuals and machines from various sources. On the system,
everything is displayed either synchronously or asynchronously.AI- powered devices are made to
be aware of their surroundings and respond accordingly. They observe their surroundings, act
accordingly, and remain mindful of potential future circumstances. For instance, AI can forecast
when a machine will break down with the aid of prior data. It can notify us in advance of the
activity.

The authors conducted a survey on using AI to improve customer experiences. The
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