THE ROLE OF AI IN MARKETING

Artificial Intelligence (AI) is increasingly transforming the landscape of modern marketing by enabling brands to analyze consumer behavior, automate processes, and deliver personalized experiences. This research aims to examine how AI is being used in marketing, the benefits it offers to businesses and consumers, and the challenges it presents—such as data privacy and trust. The study adopts a mixed-method approach, combining primary data from a structured questionnaire with secondary data from journals, books, and credible online sources. A sample of 50 respondents was surveyed to gather insights into awareness, usage frequency, perceived benefits, and concerns related to AI in marketing. The findings reveal that while a majority of respondents are familiar with AI tools such as chatbots and recommendation systems and appreciate their efficiency and personalization capabilities, they still express concern about privacy risks and lack of emotional intelligence. The study concludes that AI, when used ethically and in combination with human intelligence, can enhance marketing effectiveness and build better consumer relationships.