Impact of Artificial Intelligence in Marketing

Abstract

Artificial Intelligence (AI) has been an emerging phenomenon in a variety of fields in recent years: technology, business, medicine, automotive, and education. However, AI has made its way deeper into marketing in the last few years, helping brands develop every step of the consumer journey. In addition, instruments previously limited to companies at the enterprise level have become inexpensive and open to medium and small businesses. This study is to explore how widely AI is implemented in marketing and what consequences it has for marketing practitioners. This study concludes based on the gathered information, that AI helps in all aspects, especially in marketing the growth of the industry is found to be high compared with non-using AI industry. The study offers business implications, in particular ideas about marketing deployment of AI, developing products and ideas about how to leverage new skills into the marketing team mandated by the new technology.