Artificial Intelligence and Marketing: A Conceptual Analysis

Abstract

This paper examines the transformative role of Artificial Intelligence in various aspects of marketing, including consumer behaviour analysis, personalized marketing strategies, and the optimization of marketing processes. With the explosion of data and increasing complexity of customer behaviour, businesses need to leverage these tools to stay competitive.  AI in marketing is important because it allows marketing organizations to make data-driven decisions and analyze large amount of data.  As a conceptual paper, it examines the concept of AI in marketing, evolution of AI, understanding AI and its components, future of AI in marketing, among others. Findings show that AI has revolutionalized marketing domain, driving rapid digital transformation by enhancing processes, accelerating growth and transforming the marketing landscape.