EXPLORING THE IMPACT OF ARTIFICIAL INTELLIGENCE IN MARKETING

ABSTRACT: In an ever-advancing digital space, Artificial Intelligence (AI) has found to be revolutionizing factor across several sector, with marketing positioning as one of the most influenced areas. The present study examines the multifaceted effect of AI in the field of marketing, assessing how AI tools are transforming strategic decision-making, data analytics, content generation, consumer service, personalization and consumer engagement. The inculcation of AI has empowered marketers to shift from conventional, intuition-assisted strategies to highly targeted, automated and data-driven companies. One such core impact of AI in marketing is its capabilities to process huge chunk of unstructured and structured data in real-time, providing actionable insights for ensuring improved decision-making and predictive analytics. Technologies like computer vision, natural language processing (NLP) and machine learning algorithms have assisted in designing intelligent marketing tool used in optimization of content delivery, predicting future trends, and recognizing the consumer behaviour. This research paper highlights the implications and potential effects of AI in future prospects. It emphasizes on the advanced AI systems like predictive customer lifetime value models, AI-driven influences, AR integration and voice commerce. The study discusses that AI is not only a technological application but a strategic tool which enables the market players to attain greater agility, efficiency and customer-centricity. While difficulties remain persistent, the consistent development of AI capacities creates huge opportunities for marketing innovations. Keywords: Marketing, AI, Impact, ML/NLP.