Examining the Integration of Artificial Intelligence and Marketing Management to Transform Consumer Engagement
Sarita Kumari Singh, K. K. Ramachandran, S. Gangadharan, Jaksan D Patel, Amar Prakash Dabral, Maddikera Kalyan Chakravarthi · 2024
The purpose of this study is to illuminate the ways in which AI might improve marketing management, with a focus on how AI could revolutionize consumer interaction strategies. The research makes use of a mixed-methods strategy, integrating quantitative analyses (like A/B testing and regression modelling) with qualitative evaluations (like surveys of consumers' opinions). According to the statistics, AI-driven features outperformed more conventional marketing analytics when it came to optimizing metrics for customer engagement. Survey results indicating a desire for personalized experiences are consistent with theories like the Personalization-Privacy Paradox, which highlights how customers are open to embracing AI-driven methods when combined with transparency and ease. Researchers and professionals in the AI field may use the study's theoretical and practical findings to better understand how to employ AI in an ethically acceptable manner. Ethical frameworks, longitudinal research, user-centric design, advanced AI model investigation, cross-industry application analysis, and more are all on the list of future objectives. In the future, when AI and human experiences are completely linked, the findings of this research will aid marketers in navigating the ever-changing world of AI in marketing.