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Artificial Intelligence in Marketing: A Strategic Framework for Enhancing Startup Competitiveness and Growth
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Author(s): A. Iyappan (International Institute of Business Studies, Bangalore, India), S. Vevek (Alagappa University, Chennai, India), Ewelina Idziak (Kazimierz Wielki University, Bydgoszcz, Poland)and Venkataramana Karri (International Institute of Business Studies, Bangalore, India)
Copyright: 2025
Pages: 32
Source title:
Strategic Blueprints for AI-Driven Marketing in the Digital Era
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3373-3897-2.ch002
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Abstract
In today's highly competitive and digitally transformed marketplace, startups face unique challenges in achieving sustainable growth and establishing a competitive advantage. This chapter explores the transformative potential of artificial intelligence (AI) in shaping marketing strategies for startups. By leveraging AI-driven tools and techniques, startups can enhance customer acquisition, personalize marketing efforts, optimize resource allocation, and improve operational efficiency. The chapter presents a comprehensive framework that integrates AI technologies such as machine learning, natural language processing, and predictive analytics into marketing strategies designed specifically for startups. Through case studies and industry insights, we examine how AI can streamline processes like customer segmentation, personalized content creation, and automated campaign management. Furthermore, the chapter highlights the critical role of data-driven decision-making in driving customer engagement and fostering long-term loyalty.
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