How Can AI Help Change the Future of Marketing?
Meenakshi Sharma, Zaid Zaman, Pramod Kumar Painuly, A. V. Senthil Kumar · Advances in marketing, customer relationship management, and e-services book series · 2024
The study explores the essential characteristics, preferences, and behaviors of Millennials and Generation Z, and the effects of different techniques on consumer responses and brand outcomes. Through a thorough investigation of successful artificial intelligence advertisements, consumer attitudes, and views, the research offers significant perspectives on the use of AI in marketing going forward that are genuine and foster significant relationships with these crucial groups of people. Despite a large portion (83.3%) of the young demographic (aged 18-34) in our survey having encountered personalized recommendations from AI in marketing, only 25% found them helpful. This highlights a critical gap between AI's potential and its current effectiveness in personalization suggesting a need for improvement in the quality and relevance of AI-generated recommendations for this tech-savvy generation. Further research is needed to understand if the ineffectiveness stems from intrusive or irrelevant suggestions, or a lack of personalization depth tailored to their specific preferences.