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AI-Driven Marketing on Unleashing the Power of Artificial Intelligence for Enhanced Customer Engagement and Market Insights
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Author(s): T. Shenbagavalli (Jain University, India), D. Deepak (Jain University, India), S. Vijayarani (SRM Institute of Science and Technology, India), Sandeep Kulkarni (Jain University, India)and S. Ramya (Jain University, India)
Copyright: 2025
Pages: 16
Source title:
E-Commerce, Marketing, and Consumer Behavior in the AI Era
Source Author(s)/Editor(s): Ahmed J. Obaid (University of Kufa, Iraq), Adriana Burlea-Schiopoiu (University of Craiova, Romania), Bharat Bhushan (Sharda University, India), Sobirov Bobur (Tashkent State University Economics, Uzbekistan)and S. Suman Rajest (Dhaanish Ahmed College of Engineering, India)
DOI: 10.4018/979-8-3693-5548-0.ch002
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Abstract
This chapter analyses the impact of artificial intelligence on marketing strategies, customer engagement, and market knowledge. First, we discuss the historical background of applying AI in marketing and then discuss how these technologies are integrated into traditional marketing approaches. This makes it easy for any marketer to understand and consequently pursue various tasks AI facilitates to understand their audience market better. Such uses span from NLP to personalised recommendations and even prediction. The chapter highlights AI's benefits in marketing, including precision, customer experience, and real-time data processing. It also considers the challenges and ethical concerns of using AI, such as algorithmic bias and privacy concerns. We highlight the most efficient AI marketing techniques and briefly summarise insights from perceptive case studies and examples of the best companies. This article will also discuss how AI marketing will build and expand in the future and other aspects, such as new technologies that may arrive and revolutionise the marketing industry.
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