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

implementation constraints of autonomous customer experience management were described by
Gacanin and Wagner in 2019. (CEM). The study also described how AI and ML were used to
construct the intelligence network and crucial commercial value generator. Artificial intelligence
(AI)-powered chatbots with Natural Language Processing (NLP) enhance customer experience
(Nguyen and Sidorova, 2018). We can make the right decision since AI and ML algorithms
facilitated effective data processing (Maxwell et al., 2011). AI must be used to assess customer
buying patterns, purchasing patterns, preferences, and other data (Chatterjee et al., 2019).

Media planning, media scheduling, managing advertising campaigns, search engine optimization,
etc. are all part of promotion management. Promotional strategies are shifting from being tactile
to being digital. Due to global digital revolution, digital marketing and social media initiatives
gained traction. In today's technologically advanced environment, the client determines the
timing, location, and content. AI provides message personalization and customization based on
client preferences and profile (Huang & Rust, 2020). Emotional AI algorithms can be used to
track customer preferences in real time.

Objectives of the Study

 To analyze the real-time changing trends in marketing given the rapid rise of AI
 To study the different AI tools which are being used for marketing
 To study the benefits of using AI in marketing
 To study how AI helps in understanding consumer behaviour

Research Methodology
The study explores the numerous facets of the artificial intelligence marketing concept. This
essay is a descriptive study, and instances are provided based on references from publicly
available secondary sources. The study aims to show the latest AI tools being used by marketers.

The purpose of this article is to analyze AI implementation in the field of marketing in light of the
growing trends of AI application in the business sector. applications evaluate the breadth of the
marketing mix and provide answers to the following study questions:

(1) Are all applications of artificial intelligence (AI)—including speech, text, picture
recognition, decision-making, autonomous cars, and robots—found in marketing?

(2) What are the changes which AI has brought to marketing?

The authors chose to collect examples of applications of AI using secondary data in order to find
answers to these questions. Every technological advancement has caused the marketing
environment to alter even more. Because to this innovation, businesses now have more
possibilities to target clients in creative and efficient ways. It is crucial to understand how the
below trends below may change how your business interacts with customers:

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